1. Marika Jokinen, Statistics Finland NTTS 2017, Brussels 14. -16.3.2016
Tackling against nonresponse – new ideas in survey design in attracting respondents
Marika Jokinen, Statistics Finland
NTTS 2017, Brussels

2. How to tackle against nonresponse
How to tackle against nonresponse? Are there any new ideas left to persuade people to participate in surveys?  Not a newly found problem but still extremely topical
14 September September 2018
Etunimi Sukunimi

3. In ESS-survey was conducted a pilot …
>TARGET GROUP: Young people
>GOAL: Participating in a survey appears interesting to young people or at least not totally ”not care less”
>METHOD: Advance letter => YouTube video
14 September September 2018
Etunimi Sukunimi

4. Challenges
>TARGET GROUP: How to speak to young people? How to avoid annoying instead of fascinating? What is the issue in the survey that concerns especially young people all over Europe?
>GOAL: How to avoid governmental authority jargon and reach grass-root level that speaks to young people?
>METHOD: How to choose music, graphical appearance of the video, and slogans etc. that appeals to most young people?
14 September September 2018
Etunimi Sukunimi

5. > Music that was designed by a young man
What ended up in video?
> Music that was designed by a young man
> Graphic design that was designed by graphic designers
> Language or slogans that speaks to young people was worked out in a team of researchers of different ages
> The content of the traditional advance letter was formulated in a new way of taking strongly perspective of young people instead of emphasising the importance of statistics or research or public interest
14 September September 2018
Etunimi Sukunimi

6. Did the video motivate interviewers?
Did we succeed?
Were there any signs that the video helped us to get more people along?
Did the video motivate interviewers?
Was it for example easier to approach young people or someone else from the sample?
What about those who participated, did they see the video and what kind of comments interviewers got from the respondents’?
And finally, those who did not want to participate, did they see the video at all?
14 September September 2018
Etunimi Sukunimi

7. Not all potential was used Interviewers need time to accept new tools
We don’t know yet …
ESS field work period was lengthened and the data will be completed by the end of March
We know that the video was not sent to every young people, not even in cases of facing reluctant respondents
Not all potential was used
Interviewers need time to accept new tools
By the end of January there was 450 views in YouTube
14 September September 2018
Etunimi Sukunimi

8. Still, we believe that video has potential
> Content, formulation:
Interesting, innovative, attractive, easy access, resonating
> Either parallel or substitutive material:
E.g. allocated advance letters in the near future
Substitutive material (phone numbers available): Young people age of 15 – 34, foreigners, people with high education etc.
> Efficient delivery: SMS, , web
Fast, cost effective
Including personal mobile links (SMS, )
> Expresses daily routine in using new technology and media in survey process
14 September September 2018
Etunimi Sukunimi

9. https://youtu.be/0LOeplL5z8o
14 September September 2018
Etunimi Sukunimi

10. Thank you!
14 September September 2018
Etunimi Sukunimi