Basic Needs and Delighters

How to find out user needs? Which method to choose?

These questions find an innovative answer in an article from Ilka Willand (of Destatis, the German Statistical Office) published in number 31 of IAOS’ Statistical Journal

Beyond traditional customer surveys: The reputation analysis
Authors: Willand, Ilka
DOI: 10.3233/sji-150866
Journal: Statistical Journal of the IAOS, vol. 31, no. 2, 2015

Here a short version with pieces taken from this article:


‘An important strategic goal of Destatis is to continuously collect information about the customer satisfaction and the perception of important stakeholders and target groups. We conduct frequent customer surveys since 2007. But not all important stakeholders and target groups are necessarily registered customers. To learn more about their demands a reputation analysis was conducted in 2013 in cooperation with a market researcher. To determine a manageable frame for the study, we focused on three target groups: Respondents (households and enterprises), fast multipliers (online and data journalists) and young multipliers (young academics). The analysis was mainly based on the “Kano-Model”, a methodological approach, which is often used in quality management and product development. In the following article the survey design and the main results will be presented.’

Basic needs and Delighters

‘The most important category is the basic needs. Basic needs are taken for granted and they are typically unspoken. If they are fulfilled, they do not increase satisfaction. If they are not fulfilled, they will cause dissatisfaction.
Delighters are unexpected features that make customers happy. They do not necessarily cause dissatisfaction when not fulfilled, because they are not expected.’

 Three Target Groups in Focus

‘To determine a manageable frame we focused on three target groups who became increasingly important for the work of the Federal Statistical Office in the past years:
a) Respondents (households, enterprises)
b) Fast multipliers (online and datajournalists)
c) Young multipliers (young graduates and PhD students of social and economic sciences).

‘Target groups were asked for their basic needs and delighters concerning data search, data use and the reporting process.
On a scale from 0 (very bad) to 7 (very good) the reputation values are 5.3 for the fast and the young multipliers, 4.7 for the households and 4.6 for the enterprises.’




‘Most important basic needs and delighters: Especially for the responding enterprises it is a basic need important to get survey results after the survey is completed. A telephone service is a basic need especially for the bigger companies and the households to support the reporting process.
It is a delighter for enterprises to respond only online. This is currently being implemented in Germany, regardless of the results of the survey.’


Fast Multipliers

Most important basic needs and delighters: Fast multipliers expect more than databases and datasets. For almost every second a telephone-support is a basic need. This is quite interesting because there are many internal discussions at Destatis to give up that service for the journalists. Also they expect to find data they are looking for as fast as possible and for free on the internet. After an average of 14 minutes of searching on the Destatis website they will contact the information service if they are not able to find what they are looking for. To satisfy their basic need to find data as quick as possible we have to improve the search engine.
Most of our data is already available for free. Interactive charts would delight most of the journalists. Application programming interfaces (APIs) to grab huge amounts of primary data are the delighter especially for the data journalists.’


Young Multipliers

Most important basic needs and delighters: There are intersections between the young and the fast multipliers. Young multipliers also want data as fast as possible and for free on the internet. Most of the PhD students expect detailed methodological descriptions related to the datasets. What are the delighters? Surprisingly one half of the young academics mentioned examples on how to read tables and charts as a delighter. Similar to the fast multipliers we have overestimated their statistical knowledge in the past. Already more than one third of them see the opportunity to search for data via smartphone or tablet as a delighter. That means we have to offer more appropriate publication formats in the future.’


Results at a Glance


 See also

Ilka Willand got the award at IMAODBC 2013 for presenting this reputation study. See he slides at

A new animated population pyramid for Germany 1950–2050

Today Destatis released a new projection of Germany’s population by 2060 accompanied by an all new animated population pyramid. It is the first population pyramid that really moves upwards.


In case the above doesn’t display in your preferred language, here are the distinct links for english, french, spanish, russian, german.

The pasted screenshot is the mobile version you will automatically see on small screens. There is much more to explore on larger displays, as birthyears are labeled directly, you can lock an outline for comparison and there are four different variants to choose from, so that you can judge the outcome with different assumptions.

Apart from starting the animation with the (Play) button you can navigate through the years by mousewheel, left/right cursor keys or on touch devices directly by swiping up or down on the pyramid.

Thematic Maps Revisited

A month ago ONS did an excellent job in hosting The Graphical Web 2014 conference in Winchester/UK under the theme “Visual Storytelling”. You should check the summary at the conference website and go from there.

It was a great event to meet people from a variety of backgrounds, e.g. academia, the media and of course NSIs (Statistics Norway, Statistics Austria to name just a few).

All presentations were taped and are currently released as they are processed. Let me take this opportunity to pitch my own presentation of the German Census Map

I guess we’ll be talking about this conference for a while and there are many presentations worth watching already posted. For example Alan Smith from the ONS shows us why learning to programm graphics is a worthwhile endeavour for statisticians who wouldn’t regard themselves as programmers.

His presentation discusses the practicalities of developing that capability in house as a key part of the corporate skills agenda. It borrows heavily from examples and lessons learned from the 7 year lifespan of the ONS Data Visualisation Centre.

IMAODBC 2013: And the winner is …

The Best-Presentation Award of the International Marketing and Output Database Conference IMAODBC 2013 in Neuchâtel/Switzerland goes to Ilka Willand from the  German Federal Statistical Office destatis.

Ilka presented the reputation analysis 2013 of destatis which aims at getting information about  target groups for statistical information – also the ones not reached (yet).

Target Groups

There’s a new target group approach:

2013-09-28_Willand-targetgroupsFirst results (more to come later)

First results of the not yet finished survey show how these groups search statistical information and how they want to access this information (green: preferred behaviour, red: not preferred behaviour).
Interesting: In Germany social media are considered to be for private use only, not for accessing official statistics .. :


2013-09-28_Willand-firstresukts03Here is the full presentation (link)


Analysing networks

The Berliner Morgenpost (Julius Troeger) presents a visually beautiful example of network analysis. It’s the twitter traffic of 61 members of the Berlin parliament with  people outside the parliament .

The 61 members were in contact with 3000 users (blue points) and sent 60000 tweets. Persons (blue points) in the middle of the graph had the most intensive contact with the members of parliament (orange, green, black according to party membership).

It’s an interesting example of datajournalism. But it’s far from giving qualitative insights: Which topics are hot? Which impacts has this use of short-message communication on forming opinions and decisions? A huge field!

An open source tool for network analysis is gephi, ‘a tool for people that have to explore and understand graphs …. a complementary tool to traditional statistics, as visual thinking with interactive interfaces is now recognized to facilitate reasoning‘.

It’s not often (if ever) used in official statistics where network analysis is not very frequent (true?).

Ever worried about your SVG graphics?

Not any more. Yesterday Microsoft published their fourth platform preview of Internet Explorer 9 – the last browser to get native SVG support – and I am here to tell you that it renders a lot of SVG content as was intended, right out of the box, the only caveat being: your box must be at least Windows Vista.

Check it out for yourself e.g. with this Price Kaleidoscope you might have seen at some conferences.

Internet Explorer 9 with native SVG support

If you’re stuck with WindowsXP in your office and wonder when this ubiquitous SVG world will come to a desk near you, you might be interested in SVG in Internet Explorer, a paper about possible transition strategies.

Comparing population pyramids

Comparing population data for regions that differ a lot in absolute numbers poses some challenges. While percentages come to mind population pyramids using percentages are a lot less familiar and are prone to mis-interpretation. But oftentimes absolute numbers means you have to adjust scales.

In the example below a clear indicator appears when the two population pyramids are scaled differently (which is not the case in all combinations). Here you see a region in the western part of Germany (the state of Hesse on the left) compared to one in the eastern part (Saxony). The latter showing an additional bulge (born in the 1980s).

Two population pyramids side by side with table

While the above example had been around for a while, it was updated today both in terms of data and technology wise. The data is Germany’s latest population projection broken down to the “Länder” level (=NUTS1). You can check out the population pyramid comparison at

This population pyramid is now using the SVG Web toolkit so that it runs out of the box in modern browsers and in Internet Explorer just as well with the help of the Flash plugin.

And while we’re at the topic, let me plug the Animated Population Pyramid of Estonia which was recently published using the same code-base.