Federal Statistical Office’s Reputation and Acceptance by Selected Target Groups
Heidrun Stirner, FSO Germany 1
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Agenda 1 Purpose 2 Survey Design 3 Results 4 Conclusions
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.“
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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
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
Reputation index
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Emotional Products/Services Vision Staff, Work Force Financial Performance Social Responsibility by Fombrun, Charles J.
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Kano-Model
yes no
basic needs
delighters
Basic needs
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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
Delighters
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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
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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.
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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)
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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Fragezeichen in Bubbles?
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Federal Statistical Office of Germany [email protected]