Focusing on what matters to users

Our general observations

From the 40 annual reports we looked at, most focused on what was important to the public organisation without a clear focus on what was important to users. Information that was relevant to users appeared late in the annual report. Annual reports that had a clear focus on the issues and questions important to users were more effective. In our view, the more effective annual reports explicitly stated how the public organisation engaged with users or the people it serves to identify the issues that matter and how this affected the reporting.

Electricity Authority

Electricity Authority’s 2019/20 Annual Report sets a good platform for providing a relevant and meaningful account of its performance by clearly identifying and focusing on the issues and questions that matter to its users.

What we liked:

  • Clear focus on questions that matter to its consumers.
  • Questions are simple and clear.
  • Brief explanations provided on why the questions matter.
  • The questions structure the performance report and information.
  • Clear connection and sign-posting to reporting on what was done to answer these questions.

An image of a page from the Electricity Authority’s 2020/21 Annual Report about its work that matters to consumers.

Guardians of New Zealand Superannuation

The Guardians of New Zealand Superannuation’s 2020/21 Annual Report explains how it has engaged with its users to identify and meet their expectations. This can significantly increase users’ trust in the report and in the public organisation.

What we liked:

  • Clear and transparent about how it identified what matters to stakeholders.
  • Transparent explanation of how the process to engage stakeholders informed its investment strategy and improved its performance reporting:

In 2019, we underwent a formal process surveying our internal and external stakeholders to better understand the topics that are material to our organisation…[w]e engaged GRC partners ... to identify key stakeholder expectations relevant to our social licence to operate…These views…were considered in the context of a wider review of our responsible investment strategy (see page 18 of the annual report).

  • Graph shows material issues that are important to stakeholders and that impact the superannuation fund, environment, society, and economy.

A graph from the Guardians of New Zealand Superannuation’s 2020/21 Annual Report. The graph shows material issues that are important to stakeholders and that impact the superannuation fund, environment, society, and economy.

Broadcasting Standards Authority

Broadcasting Standards Authority’s 2020/21 Annual Report clearly describes how it engaged with its users and indicates a clear focus on meeting the needs of its customers.

What we liked:

  • The use of "litmus testing" with the public to test the effectiveness of its decisions in reflecting community views.
  • Succinct and meaningful commentary on what the research found and how this will be used to improve performance and impact.

Image of a page from the Broadcasting Standards Authority’s 2020/21 Annual Report that explains the research it carried out about what viewers thought about the types of violence on television. There is a graphic that shows the range of less acceptable depictions of violence to more acceptable.

Te Tūāpapa Kura Kāinga – Ministry of Housing and Urban Development

Te Tūāpapa Kura Kāinga – Ministry of Housing and Urban Development’s 2020/21 Annual Report focuses on reporting a major issue and high-level outcomes that matter to users and provide important context for what it is trying to achieve through its interventions. 

What we liked:

  • Reporting on a major issue that is important to New Zealanders (affordable homes).
  • Reporting has appropriate prominence in its annual report (as part of a separate outcomes section).
  • Users are directed to additional commentary elsewhere in the annual report, which connects these high-level outcomes and impacts with its initiatives.

A table from Te Tūāpapa Kura Kāinga – Ministry of Housing and Urban Development’s 2020/21 Annual Report that shows how well it has done for the year on its outcomes and measures. This includes commentary and a visual to show whether it has improved.