Capita 8th National Customer Insight Conference 2015, 30 January 2015 How to Create Meaningful Insights through the Capture of Customer Data Steve Rose Head of Strategic Research Birmingham City Council t: 0121 6759566 m: 07776014046 e:
[email protected] Photo: Ben Tesch Birmingham 52.4831° N, 1.8936° W Council House Town Hall Floozy (in the Jacuzzi) Queen Victoria Victoria Square, Birmingham Photo: Brian Clift A lot of people 1,092,330 people Birmingham 410,700 households Some facts = Liverpool + Manchester Deprivation & Child Poverty population live in 10% Nearly half of Birmingham under 18s 40% most deprived nationally 49% live in the top 10% most deprived (430K people) areas (LSOAs) (130K children) A Superdiverse City Economy 47,005 unable to speak English 31,00 Active in Employment (Census 2011) 57% businesses (of working age, 72% But not a no nationally) Source: Census go Zone! Health #foxnewsfacts 10-11 year olds Of adults are 39% 47% with Excess Weight physically active (33% nationally) (56% nationally) Source: JSNA Source: JSNA Picture: Victoria Square, Birmingham Photo: Brian Clift Life Expectancy Rate at Birth (2007/09) Mean: 79 This impactful graphic was used by Birmingham Public Health to starkly illustrate the gap in life expectancy at the different stops on the Birmingham metro system. Photo Source: bixentro How we typically get our data Qualitative Quantitative Systems Systems Formal Consultation 450+ Information Assets in birminghambeheard.org.uk Birmingham City Council Informal Dialogue BI & Analytical Tools such as birmingham.dialogue-app.com Tableau, GIS, BO, Excel…. Research Segmentation, Profiling, Desk based – literature reviews Propensity Modelling Libraries IDOX, HSMC Business data and Focus Groups intelligence People’s Panel Research 1,500 residents Interviews Tracker Survey (250 face:face interviews per month) Surveys (Survey monkey etc..) Open Data Open Data Social Media ONS, NOMIS, LG Inform, data.gov (+others) Photo: Binary Girl Keary O.