Web Survey Bibliography

Title Transformed respondent engagement strategy; an overview of the research at ONS to develop respondent materials
Year 2017
Access date 08.09.2017
Abstract With the rise of available web services more generally, the public have come to expect to be able to engage with government via digital channels. The UK government is very aware of this demand and has in turn established the Government Digital Service (GDS) which is leading the digital transformation of government. The Office for National Statistics (ONS) is investing in the introduction of an online mode to its existing Social Surveys, defaulting to an online first approach. For social surveys this vision of a future data collection model presents substantial research and survey response challenges. 
All social surveys in the UK are voluntary and in the absence of an address register achieving response is heavily reliant upon the rapport built between an interviewer and a potential respondent in a face-to-face interaction. The online first approach removes the interviewer step from the respondent journey in the first instance. Therefore the role of the letter inviting the respondent to take part becomes paramount. ONS is investing heavily in researching how best we can create this strong connection with a respondent in an online self complete approach by reviewing and radically redesigning our respondent materials starting first with the envelop (to break down our initial barrier to response). We are also considering the value of taking a behavioural economic approach, promoted with considerable success of the UK's Behavioural Insight team. In doing this we are applying four main principles to any interaction - make it Easy, Attractive, Social and Timely.

This is a long-term research strand and this talk will share with you our approach to this research, including an overview and update of the most recent findings from the traditional research methods such as in-depth interviewing and focus group with novel methods such as guerrilla pop-up testing to learn what engages and motivates respondents. This presentation will also set out plans for ongoing research and the context within which this work is being taken forward. It will discuss some of the challenges faced to date and those that we foresee to be on the horizon. We invite discussion and encourage others to share their experiences and recommendations with us.
Year of publication2017
Bibliographic typeConferences, workshops, tutorials, presentations
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Web survey bibliography (8390)

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