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This toolkit has been produced by Calderdale Council and is based on our experience of using geo-demographic profiling to help inform service planning and delivery, and communications. It is intended to give local authorities an insight into why, how and with what results Calderdale started using a generic approach to profiling. The project has been run with the title The Regional Reputation Project.
WHY IS THIS INTERESTING TO YOU?
Do you know who uses your services? Who doesn't? Where they live? What factors may affect whether or not they use your services? How lifestyles can determine choices? What analysis do you hold to help you understand how to positively change people's perceptions/behaviour?
Answering some of the questions above can provide understanding of your customers and communities. This 'insight' can be then used for informing; policy, communications, access channels, service planning and delivery and resource allocation. Profiling does not provide definitive answers, but together with other research/analysis begins to build a picture.
You may already have some answers from your own research. However, a generic (proprietary) profiling tool such as Mosaic Public Sector™ - grouping people according to their shared likely behaviour, lifestyle and choices - can give you a consistent approach to profiling across your organisation.
This toolkit gives an overview of Calderdale Council's experience and covers: how the project came about, the tools we used, data issues, case studies of the pilots we ran and some further information for those of you who are interested in looking into profiling further. There are many other useful tools, organisations and forums both regionally and nationally to help you profile your customers.
We hope you find the toolkit useful. If you have any questions or feedback, please get in touch.
Nancy Corbin
Regional Reputation Project Manager
Calderdale Council
Telephone: 01422 393132
Email: nancy.corbin@calderdale.gov.uk