Official statistics can potentially have a huge audience. If we want to produce the right statistics and communicate them in the best ways, we need to understand this audience and how they use statistics.
This page brings together a range of examples on how to identify who uses your statistics and what they do with them. Remember that it’s not just the people who go to your website and read your statistical release that you should be interested in. Try to think more widely about who your audience includes and how they access your statistics.
Online tools – There are a range of online tools available to help you identify the audience for your statistics. You can monitor social media sites like Twitter or you can use Google alerts. These alerts notify you when key phrases linked to your statistics are being used on the web. Find out more about how GSS colleagues have used web tools to discover how their statistics were being used:
There’s a wide range of other ways to identify the audience for your statistics, including
- looking afresh at information you already have (for example, request logs, web metrics, FOI requests)
- using discussion forums such as StatsUserNet
- talking to other experts in the same field
- having an good old brainstorm
We’ll be adding case studies on some of these ideas, so keep checking back.
Now you’ve identified your audience, the next step is to decide how to reach them and involve them.