They figure a great deal in population surveys (13)

I believe the answer is:

statisticians

I'm a little stuck... Click here to teach me more about this clue!

'they' is the definition.
Both the definition and answer are plural nouns.
Maybe they are linked in a way I don't understand?

'figure a great deal in population surveys' is the wordplay.
'figure' becomes 'statistic' (statistics are figures).
'a great deal in population surveys' becomes 'ians' (I can't explain this - if you can you should believe this answer much more).
'statistic'+'ians'='STATISTICIANS'

Can you help me to learn more?

I've seen this clue in The Irish News and The Globe and Mail.

Want a hint initially instead of a full solution? Install my app