Talkback
Service aim - to identify how representative our Talkback citizen's panel is of the people of Calderdale, compared to the overall resident profile.
Profiling
- Extracted household addresses for all members of the panel and took out the names
- Our GIS team matched to Mosaic coding, analysed in comparison to Calderdale profile and mapped geographically
- Together with the consultation team we looked at the profiling against the initial service aim and measured the results of the profiling.
Talkback panel profiling
© Crown copyright. Calderdale MBC. 100023069. (2009)
- A Career professionals living in sought after locations
- B Younger families living in newer homes
- C Older families living in suburbia
- D Comfortably well-off close knit and mixed age communities
- E Younger low income families likely to be on income support
- F Lowly paid factory workers in inner city terraces often of South Asian descent
- G People living in social housing with uncertain employment in deprived areas
- H Low income families living in estate based social housing
- I Upwardly mobile families living in homes bought from social landlords
- J Older people living in social housing with high care needs
- K Independent older people with relatively active lifestyles
- L People living in rural areas far from urbanisation
Talkback statistics
Results
- Mosaic confirmed that a postal survey panel such as Talkback does not have good representation among certain groups not likely to participate in this way.
- Profiling provided evidence that postal surveys should not be the only form of customer research or consultation if either a fully representative sample is sought, or the views of these groups are particularly important.
- The analysis showed that the Panel's geographical coverage was excellent.
Further insight
- Profiling provides a steer for which groups should be recruited onto the panel in the future and how best to communicate with them.