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Putting users at the centerThe ESS approach in the DIGICOM project
1. 20/07/2017 1
Putting users at the center
The ESS approach in the DIGICOM
project
Emanuele BALDACCI, Eurostat
Director for methodology, corporate statistical and IT services
Emanuele.BALDACCI@ec.europa.eu
2. Outline: why DIGICOM?
1. Improving
knowledge on
users
2. Engaging
with users
3. Reaching out
to new users
4.User
perspective in
project
Users
3. Changes affecting official statistics
Data revolution New metrics
The price of
official statistics
The future of
Europe
4. as a common response
DIGICOM
contributes to 2 key areas
of the Vision
Focus on users Strive for quality Harness new data
sources
Promote efficiency
in production
processes
Improve
dissemination and
communication
6. 1. Improving our knowledge on users
In-depth user analysis
• Review of information on users based on past interactions
• Four heterogeneous sources
Eurostat user satisfaction survey
User support system
Website log files
e-reputation platform
Result: Updated user categories based on frequency and
complexity of use
7. User pyramid
ESAC
EU institutions
& agencies
NSIs
ECB
International
organizations
Heavy users
Media, Researchers, Commercial redisseminators
Intermediate users
Public administration, Students and educators, Commercial
companies, Social media multipliers
Light users
Political parties, Private users
Clients
Partners
Users
8. Next steps
• Study on user needs and perception of the brand
• User personas
9. 2. Engaging more with users
• Light users: Facebook
• Heavy users: experimental statistics, new discussion
platform
11. ESS Facebook page
Regular posting
Cca. 3000 followers
54% young people (aged 16-34)
Good social listening
Limited feedback from
solicitation of user
feedback (polls)
12. statistics
• Pilot launched June 2017
• Not the same level of maturity
as official statistics
• New sources and methods
• Products responding to specific needs
Food price monitoring
Labour Market Transitions
World heritage Sites
Income Consumption and Wealth
13. statistics
• Why publish them?
Open the kitchen!
Seek feedback on the
use
and methodology
Next step: discussion
platform
http://gastronomiemoleculaire-tpe.e-
monsite.com/pages/futur/le-laboratoire-d-el-bulli.html
• Target: heavy users and scientific community
14. Survey on future discussion platform for expert users
(to be launched in September)
15.
16. 3. Reaching out to new users
Younger users, light use
• ESS Facebook page
• Shared infographics
• Digital publication
• Statistical literacy
Clients are stakeholders that are consulted in the preparation of the European statistical program in order to express their statistical needs. They include the Directorates General and services of the European Commission, the European Statistical Advisory Committee, and other institutions of the European Union.
Partners are stakeholders that collect and transmit information for the development, production and dissemination of European Statistics, or cooperate closely with Eurostat to achieve those same goals. They include national statistical institutes and other national authorities, the European Central Bank and international organizations.
Heavy users are individuals and organizations that use European statistics frequently (daily, weekly). They use products that require a thorough knowledge of statistics, allowing them to use these products independently, and know where to find the data they need. These users use products like microdata, bulk downloads which include metadata and data from the Eurobase, and tailored extractions. Heavy users need data to perform their regular professional tasks. They use European statistics to add value or focus, and create a new product or provide a service. Heavy users know their way around the Eurostat website or have bookmarked the data they frequently use, and access the data they need directly from there.
Intermediate users use data regularly. However, their use is linked to specific periods and tasks (monthly, quarterly; e.g. to draft monthly reports), or a specific product. The products they use require a general understanding of statistics. Intermediate users do not always find the data they need immediately and do not always go the extra mile to consult metadata. When it comes to access, it is assumed that intermediate users will use a search engine to find the Eurostat website and search the website for the data they need, or use the search engine to look for particular data along with Eurostat.
Light users use data occasionally, infrequently and randomly. They use easy-to-understand products which presents aggregate, interpreted data, and which require a basic understanding of statistics. Light users reach European data by accident, while searching related concepts, but not necessarily (European) statistics.
Engagement with light and potential users via social media
Engagement with advanced users on a dedicated online platform
How can we engage with heavy users? How can we make use of their insights to modernize European statistics?
Experimental statistics
-pilot launched 8 June 2017 incl. three statistical products:
-food price monitoring tool, use of Wikipedia as a new source for production of statistics to UNESCO world heritage sites 'cultural consumption', labour market transitions estimation between moovers
-main purpose: engage with expert users and scientific community through feedback mechanism and specific questions