How can Citizen Insight help?

Within an organisation delivering public services locally

esd-toolkit makes available to the public and voluntary sectors techniques that are long established in the private sector. By grouping households into broad types it helps you focus the right services in the right areas.

If you are charged with delivering services for a municipality (council or local authority) or other local public or community organisation, esd-toolkit citizen insight pages will help you understand the likely characteristics of people in your area. For example you can see where demand for welfare benefits will be highest.

The views

Map showing where demand for welfare benefits

Map view

Information is for broad geographical areas for most of the European Union and for more detailed areas within the North Sea Region.

Table showing service demand

Data view

The data view will give you a breakdown of households and likely demand for each service in each area. Extra information is available for municipalities that partnered in the Smart Cities project.

Picture representing Benefits together with a propensity graph

Text view

The text view describes each service and how much each type of household might request it.

Predominant profile group map

The Predominant profile group pages show you which types of household predominate in each area.

Of course everyone is different and the groups include many generalisations, but they give you an idea of the likely characteristics of people in an area, how they live and what media they prefer.

This helps you:

  • Better understand the people you serve
  • Focus services on the groups that are most likely to need them
  • Identify what channels (web, telephone, face-to-face, etc) are most suitable for delivering services in different areas
  • Find other areas with a similar make-up to your own so you can share ideas

The tools here provide a broad-brush introduction to using Customer Insight across Europe. In the UK and Belgium municipalities have applied performed more detailed analyses via esd-toolkit.

Email if you any queries or want to discuss how you can apply customer insight in your area.

Supporting local service delivery across a country or region

A map of the UK showing the predominant profile group in each NUTS3 area

The Insight maps, data and descriptive text give show the characteristics of people living across Europe and show more detail for the North Sea Region, using Mosaic Global segmentations licensed from Experian.

In particular EU countries local government organisations have helped their municipalities take a closer look at the profiles of their households concentrating on smaller areas and using national or regional customer segmentations, such as Mosaic Public Sector for the UK, Mosaic Belgium or Mosaic Scotland). Working together in a country lets municipalities:

  • Come together in groups so local government officers can work with their peers on understanding citizens in their different areas
  • Jointly license and interpret commercial and national statistics which describe citizens and their needs
  • Profile the demand for services taking into account particular national characteristics
  • Develop projects and share experiences in targeting services to save money and focus work where it is most needed

Email if you work with an association or partnership of local government organisations that want to exploit customer insight techniques in your area.

Applying insight across Europe

A map of Europe showing the predominant profile group in each NUTS3 area

Now for the first time sophisticated segmentations of households (as used in the private sector) are applied to most of Europe as a whole through esd-toolkit. So you can identify areas with common characteristics and hence service needs whether they are in Sweden, UK, Germany, France, Spain, Italy or other countries.

Statistics on citizen use of services have been gathered (mainly in the UK) from samples totalling millions of transactions. Applied across Europe, these show where demand for each local government service is likely to be high, medium or low.

At a European level the insight pages help you:

  • Identify common areas irrespective of national boundaries
  • See which areas would most benefit from work to improve particular services
  • Show where transnational partnerships might be formed by organisations serving similar populations in different countries is just a start. Work done in the North Sea Region by Smart Cities partners could be expanded to different regions and countries. A wider sample of services could be considered. Other segmentations of households can be applied.

If you wish to explore using and extending esd-toolkit’s Citizen Insight pages, contact who will route your query at the best person to respond.