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