Broad Dissemination Strategy * The need to identify different need structures of different users *

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Broad Dissemination Strategy The need to
identify different need structures of different
users

• Presentation at theTraining Workshop on the
  Management of Population and Housing Censuses in
  SPECA Member countriesBaku, Azerbaijan, 30.10
  3.11.2006
• Petteri Baer, Regional Adviser, UNECE

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The Census The oldest activity of official
statistics

• The early needs of the Crown
• Tax collection
• Soldiers for wars
• The developed needs of Public Administration
• Elections
• Communication facilities
• Education
• Health facilities
• Social security

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Not only the Central Administration

• The Local Administration as implementator of the
  public infrastructures
• Allocation of central/federal support for local
  authorities
• Advocacy for local development
• Motivation for initiatives to the central
  government
• Participation in programmes of international and
  supranational organisations, planningreporting
• Advocacy for investments and attraction of new
  businesses

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The needs of Research Institutions, Universities,
Academia

• Analysis of economic development
• Analysis of social development
• Needs of detailed, non-aggregated information,
  microdata
• Needs of longitude development information
• At the same time Protection of confidentiality
  People, households, individual businesses

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The needs of the business commu-nity,
corporations, companies (1)

• Market economy Market research
• The role of Demographic factors in Market
  research
• Market profiles of small geographic areas

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The needs of the business commu-nity,
corporations, companies (2)

• Cost effective basic information and frameworks
  for conducting market research
• Highly concentrated presentation forms are needed

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Educational institutions can be important users
(1)

• Learning to know basic structures
• Of the own country
• Of the development trends in society
• Learning to know the main structural differences
  in the own country

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Educational institutions can be important users
(2)

• Learning to understand the meaning and importance
  of statistical information
• Learning to know the main sources of statistical
  information
• An investment in the future

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Many NGOs need Census Data

• Non-Governmental organisations (NGOs) need Census
  data
• For making analyses
• For production of advocacy materials on subjects,
  important for their way of looking at things
• As basic and background materials

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The media is your partner

• In the preparation stages of the Census process
• In disseminating the main results
• In making problematic issues known
• Help the media to be well informed!

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The importance of visual presentations

• William Playfair (1759-1823)
• It is hoped that, with the assistance of these
  Charts, information will be got, without the
  fatigue and trouble of studying the particulars
  of which it is composed
• Men of great rank, or active business, can only
  pay attention to general outlines nor is
  attention to particulars of use, any further as
  they give general information

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The importance of Geographic Information Systems
(GIS)

• Important not only in the preparatory phases of
  the Census activities
• Growing importance in dissemination activities
• Thematic maps
• Demonstration of small area market profiles
• Development of thematic cartography
• Confidentiality issues sets limits

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The importance of good contact information

• User lists
• From previous censuses
• Users of socio-economic statistical materials
• Contact directories
• Feedback contacts
• ? Contact / Customer database
• ? Customer Relationship Management (CRM)

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You will profit much from active feedback

• Having more feedback will help you to develop
  your services
• Interaction with critical customers will help you
  in having a positive pressure on performing
  better
• A demanding customer is like a grain of sand
  within the mussel. It doesnt feel good but the
  result may be a beautiful pearl!

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Why segment customers?Shouldnt we serve
everybody equally?

• Different customer segments have different need
  structures of statistical information.
• Everybody benefits from developing the services
  and increased service ability according to
  institutional need structures!
• Media
• Government bodies
• Local administration bodies
• Corporations and enterprises
• Research institutions
• Educational institutions
• NGOs
• Others

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It is not enough to be content with the high
status NSOs may have

• You should learn to know the need structures of
  your important customers and user groups
• You should make your information easily
  accessible for them
• And you should put yourself in continuous
  interaction with them in order to get to know
  them better

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How do we perceive ourselves? How do they
perceive our services?

• Are we too content with the present state of
  affairs?
• Do we know enough about our potential users, our
  potential customers?
• Do we have enough information even on our present
  users?

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To develop new service concepts may not be all
that easy in the jungle of Census information
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But it is of utmost importance, because

• Only used statistical information is useful
  statistical information!
• Thank you for your attention!
• petteri.baer_at_unece.org