Tailoring push-to-web for different audiences |
|
| Coordinator 1 | Ms Eileen Irvin (Ipsos) |
In the last few years, there has been a massive increase in push-to-web surveys being used as an alternative to traditional paper and face-to-face surveys. This is due to a combination of factors, including shrinking budgets, increasing acceptability of online methods, and the challenges of face-to-face fieldwork during the COVID-19 pandemic.
However, as this method becomes more widely used, it is important to think not just about what works for 'general populations', but also how to tailor this method to meet the needs of everyone. This could be for an entire survey with a particular population, or for a sub-group within a general population survey.
This tailoring has two key implications:
1. Firstly, meeting any ethical or safeguarding concerns for populations. For example, this could include ensuring that the speed, number and nature of contacts do not agitate those living with anxiety disorders for surveys targeted at people living with mental health conditions (e.g. as on CQC's Community Mental Health survey).
2. Secondly, reducing non-response bias. Ensuring populations who may be less likely to respond to traditional push-to-web strategies are approached using a method that works for them can reduce non-response bias (e.g. on the Ethnic Minority British Election Study (EMBES)).
Tailoring of approach could include designs of materials, targeted incentives, standardised inclusion of translated or accessible materials, or reviewing contact strategies.
Understanding what is happening to tailor push-to-web, for which populations, and in what ways, will be useful to expand how this method is used in the future.