New research from Ipsos and the Office for National Statistics (ONS)

Two new reports published detailing the findings of response rate and incentive experiments for the Office for National Statistics.

20.04.18

The Office for National Statistics (ONS) commissioned Ipsos to conduct research as part of The Data Collection Transformation Programme which aims to transform ONS data collection into a more dynamic and efficient model, maximising the use of non-survey data sources and digital by default collection of survey data in the production of National and Official Statistics.

The outline of two main reports is provided below and copies can be downloaded using the links provided on this page.

Test 1 – February 2017

A response rate experiment designed to examine participation in push-to-web survey using different mailing strategies and materials. Overall around 20% took part online (with no monetary incentive) which could be increased by 2-3% using different techniques.

Test 2 – September 2017

After establishing the most effective mailing and materials strategy, Test 2 was designed to test the most-effective incentive strategy. This test demonstrated that a heavily incentivised online survey could achieve a more than 30% response rate, though a non-monetary incentive (in the form of a tote bag) sent to households in advance was the most cost-effective incentive strategy.

Full methodological details and materials can be found in the report documents.