Changing Data Collection Modes: highlights from the 3rd Survey Practice Forum

The Survey Data Collection Methods Collaboration, also known as Survey Futures, held its 3rd Survey Practice Forum in October, focusing on the evolving landscape of survey data collection modes. As the industry adapts to new challenges, seven insightful presentations were delivered at this timely event, to help shed light on emerging trends, technological advancements, and innovative methodologies that are shaping the future of survey research in the UK. In this blog, we report on some of the key messages and early findings from research being conducted in this field.

The changing landscape of survey interviewing in the UK - SIERRA MESPLIE-ESCOTT (NatCen)

Traditionally, face-to-face interviews have been the gold standard in UK survey research, but this model is increasingly under pressure due to declining response rates and a shrinking pool of skilled interviewers, challenges that have been exacerbated by the COVID-19 pandemic. At this event, we explored how mixed-mode surveys — combining in-person and online methods — is now becoming a common practice. While it offers a cost-effective alternative, it also increases the demands on interviewers, who must now employ a mix of skills and persuasion to reach a diverse range of respondents.

To address these challenges, research organisations are multi-skilling interviewers for phone and video interviews as well as investigating new employment models to improve retention. The industry may benefit from collective efforts to enhance the perception of survey interviewing and develop strategies to manage this specialised workforce effectively.

Exploring the future of video interviewing - MATT BROWN (Centre for Longitudinal Studies, UCL), GABI DURRANT (University of Southampton), TIM HANSON (City, University of London), CAROLE SANCHEZ (UCL)

The pandemic catalysed the use of video interviewing in survey data collection, offering flexibility when face-to-face options were unavailable. Yet, its long-term role remains uncertain. According to the Survey Futures research programme, video interviews provide logistical advantages but often result in lower response rates and attract different demographics than traditional methods. International data suggests a mixed-mode approach may offer the best of both worlds, combining video with in-person interviewing to maximize reach and quality.

New ways to code jobs in online surveys - LISA CALDERWOOD (Centre for Longitudinal Studies, UCL), MATT BROWN (Centre for Longitudinal Studies, UCL), SEBASTAIN KOCAR (Social Science Research, University of Queensland)

With the increasing shift to online surveys, new methods are needed to code job information quickly and accurately. Traditionally, job coding was done manually by experts, but new technologies are paving the way for self-coding and automation. These methods, although faster, sometimes lack the precision of manual coding. A recent study using a “look-up” tool demonstrated that while many participants found job matches, the accuracy was lower compared to manual coding. Future research will focus on refining these tools to improve their speed, cost, and accuracy, making them suitable for large-scale digital surveys.

Transforming the Labour Force Survey - ORLAITH FRASER (ONS)

At this forum, ONS shared some of the methodological lessons they’ve learnt from the Labour Force Survey (LFS), the largest household survey in Great Britain, which is transitioning to an online-first approach. This shift aims to address response rate challenges and reduce survey fatigue by offering a more flexible, self-paced format. The new design has improved response rates, and adaptive survey methods ensure the data accurately represents various demographic groups. Additionally, shorter questionnaires are being tested to reduce dropout rates, making the LFS more inclusive and efficient.

The DCMS Participation Survey goes digital - PENNY GAUGHT-ALLEN (DCMS), JOEL WILLIAMS (Verian)

The DCMS Participation Survey, which monitors engagement with arts, sports, and heritage, has adopted a "push-to-web" mixed-mode format to encourage online participation while still offering paper options for those who need them. The digital-first approach has expanded its reach, enabling over 170,000 participants to share insights on cultural and sports engagement across England. Regular updates from the survey are helping to shape policy in these areas by providing timely data on how people are interacting with culture in a post-pandemic world.

Digitising the National Travel Survey: a step forward - EVA AIZPURUA (NatCen), LISA EYERS (Head of the National Travel Survey, Department for Transport)

Since 1988, the English National Travel Survey (NTS) has collected travel behaviour data. By 2025, the survey will fully transition from paper diaries to digital formats. A digital-first trial in 2024 has showed promising results, with 62% of households opting for the online diary. This shift promises to maintain high data quality while making the survey process more convenient and accessible.

Building skills in survey research: new steps for training - DEBBIE COLLINS (NatCen), GABI DURRANT (University of Southampton)

As survey research evolves, so does the need for skills development and training. A workshop at the forum identified areas of focus, including research design, data quality, and the integration of new technologies like AI. To address these needs, a new network is being developed to provide webinars, conferences, and hands-on training for both early-career researchers and seasoned professionals. This initiative aims to ensure the UK has a strong, well-trained workforce to support the future of survey research.

Overall, the 3rd Survey Practice Forum highlighted how adapting to new data collection modes can ensure survey research remains relevant and effective. By embracing these innovations, the industry is well-positioned to meet the changing needs of society and maintain the high standards of UK survey research.

To find out more, visit surveyfutures.net