ESRA 2027 sessions by theme

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Government social surveys face persistent challenges in achieving representative samples, with some population groups remaining consistently underrepresented. Young people, ethnic minority communities, and people with disabilities or additional accessibility needs are often less likely to participate, creating risks for data quality, representativeness, and the validity of statistical inference. As survey response rates decline and demands for inclusive evidence increase, understanding and addressing barriers to participation is essential.

Findings from three complementary research projects undertaken by the UK Office for National Statistics (ONS) highlight approaches to improving inclusivity in social survey data collection.

First, a pilot using the Opinions and Lifestyle Survey tested a targeted £10 incentive for people aged 16 to 29 and underrepresented ethnic groups. The pilot increased response rates and improved sample composition among the targeted groups, suggesting the potential for targeted incentives to reduce bias in achieved survey samples.

Second, qualitative interviews with Pakistani and Bangladeshi ethnic groups explored survey experiences using the Household Assets Survey respondent journey. The research identified interconnected barriers relating to trust, awareness, relevance, and visibility of surveys, while also capturing participant-led recommendations for increasing engagement. The findings provide a richer understanding of how established barriers manifest in practice and how participation may be improved.

Third, in-depth interviews with people with visual impairments, people who are deaf or hard of hearing, and neurodivergent individuals examined inclusivity barriers across the end-to-end social survey process using Transformed Labour Force Survey materials. The research identified challenges across contact, communication, completion, and support stages, and developed recommendations for improving accessibility.

Together, these studies demonstrate how combining experimental, qualitative and user-centred methods can identify and address different sources of underrepresentation across the survey lifecycle. The findings provide evidence-based recommendations for improving inclusivity, reducing participation bias and strengthening the quality of official social