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Fishing for sweets: Communicating the methodology for measuring census coverage
Amy LargeStrategy and Standards
Introduction
• 2011 Census – coverage/completeness• Used for allocation of funding – key issues of
trust, user confidence and transparency
StakeholdersTechnical?
• academics• other statistical
organisations
General?
• local government
• interest groups
General?
• local government
• interest groups
Communication
• Communication strategy• Two routes for communication:
• Long period of communication (c.5 years)• To communicate a complex, evolving process
Print/Publication• technical
• accessible
Face-to-face/interactive
• statistical meetings• user meetings
Publication – technical users
• Technical users• Established channels
• Academic interaction and peer review• User acceptance and overviews
Publication – general users
‘BEGINNER’S GUIDE’:• simple metaphor• clear language• gentle introduction to concepts
Interactive sessions
• Technical users• Established channels• Direct engagement• Immediate two-way feedback
• General users• Workshops, web content• Localised• Active learning
Conclusions
• Successful engagement• ‘Trout, Catfish & Roach’ commended by Royal Statistical
Society Annual Awards
• Better informed users• greater awareness and understanding
• Less challenges to the estimates• Trusted methods• Organisational credibility