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Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups Heidrun Stirner, FSO Germany 1

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Page 1: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups

Heidrun Stirner, FSO Germany 1

Page 2: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

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Agenda 1 Purpose 2 Survey Design 3 Results 4 Conclusions

Page 3: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Reputation Analysis: purpose

1 How is the reputation among target groups? 2 How can we increase reputation?

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„A reputation is something extremely hard to build. The reason is because you're building trust.“

Page 4: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

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Reputation analysis: target groups

Respondents

private households

enterprises

Fast multipliers

online- and data journalists

Young multipliers

university students/young graduates

postgraduates

social and economic sciences

Page 5: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Survey Design

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Respondents Fast multipliers Young multipliers

qualitative

focused interviews

discussion group

quantitative

households

2200 300

students/ graduates

1000 enterprises

1000 postgraduates

290

Survey Design

Page 6: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Reputation index

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Emotional Products/Services Vision Staff, Work Force Financial Performance Social Responsibility by Fombrun, Charles J.

Page 7: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

04/14/15

Page 8: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Kano-Model

yes no

basic needs

delighters

Page 9: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Basic needs

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Page 10: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

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Respondents Fast multipliers Young multipliers

all data for free

all Data online telephone

support

survey results

data quick to find

all data for free

data quick to

find

telephone support

Page 11: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Delighters

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Page 12: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

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Respondents Fast multipliers

explanatory texts for charts

and tables

data on mobile devices

APIs

explanatory texts for

charts and tables

interactive charts

Young multipliers

online surveys

Page 13: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

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Respondents (Enterprises)

59% of managing directors think that official data is important for economy and democracy, but... ....only 29% think that the results of enterprise surveys are useful for their company.

Page 14: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

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Fast and young multipliers

Social Media has no impact on the Kano-Model. It is neither a basic need nor a delighter in Germany. (Sorry)

Page 15: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Fast and young multipliers

One third of the young multipliers and half of the fast multipliers uses a tablet and smartphones for work and studies.

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Page 16: Federal Statistical Office’s Reputation and Acceptance by ... · Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups. Heidrun Stirner, FSO Germany

Fragezeichen in Bubbles?

16 04/14/15

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Federal Statistical Office of Germany [email protected]