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How to motivate and catch hard-to-reach groups in household surveys Virtanen Vesa – Kangasniemi Heidi Statistics Finland UNECE Data Collection Workshop Ottawa 11 Oct.10.2017 Virtanen Vesa - Kangasniemi Heidi 1
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How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

May 30, 2020

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Page 1: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

How to motivate and catch hard-to-reach groups in household surveys

Virtanen Vesa – Kangasniemi Heidi

Statistics Finland UNECE Data Collection Workshop

Ottawa 11 Oct.10.2017

Virtanen Vesa - Kangasniemi Heidi 1

Page 2: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Hundred-year-old Finland in the light of statistics

• Independent Finland will become 100 years old on 6 December 2017. • Statistics Finland collected a list of things in which Finland is one of the best in the world. The

comparisons speak for themselves: Finland is a good country. • Finland is the most stable country in the world. The Fund for Peace, Fragile States Index 2017 • Finland is the second best country in social progress in the world. The Social Progress Imperative,

2017 Social Progress Index: Finland • Finns' trust in other people is the second highest in Europe. Eurostat, Average rating of trust • Finland is the second most gender equal country in the world. World Economic Forum, Global

Gender Gap Index 2016 • Finland is the second best in the world in using information and communication technologies to

boost competitiveness and well-being. World Economic Forum, Networked Readiness Index

• See more: http://tilastokeskus.fi/ajk/satavuotiassuomi/suomimaailmankarjessa_en.html

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Page 3: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

New communication channel for citizens and respondents

• There are a lot of expectations for the new digital suomi.fi service[“finland.fi”] to be launched in Finland at the end of this year. • It presents an opportunity for household surveys as well. • Suomi.fi e-Identification enables citizens – and respondents – to be

recognised in a secure way by using various identification media such as banking IDs and mobile certificates (http://tutustu.suomi.fi/en/).

• We hope that it will be the same kind of success as the My Kanta pages where every citizen can find their health records and electronic prescriptions in one place (http://www.kanta.fi/en/kanta).

• For Statistics Finland it will be a new communication channel for communicating with respondents.

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Respondents have more options to answer – response rates still dropping In this presentation we focus on household surveys and, especially, respondent groups with low activity and e.g. service paths for them. In 2016, the response rate was about • 68 per cent in the Labour Force Survey • 60 per cent in the Survey on Income and Living Conditions • 52 per cent in the Consumer Survey and the Use of Information and

Communications Technology (mixed-mode) Survey. • All these figures are lower than one year ago. • The response rate is significantly lower if the respondents have a lower

education level or are from the youngest age groups

• Is 50 per cent a limit for reliable statistical surveys?

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Page 5: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Statistics Finland / Low activity respondent types

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Page 6: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Respondent groups and service paths

• In the near future, most of the answers to to household surveys assumedly come by the web.

• The user and respondent experience has to be pleasant. Otherwise respondents disappear from the telephone, mobile device, laptop or PC portal and the survey pages

• Statistics Finland is at the moment remodelling its web services and web pages. This remodelling is based on previous user studies (9) and analytics.

• After this web page (stat.fi) user group work, the writers of this article continued to create more respondent groups. We were especially interested in the hard-to-reach respondent groups

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Respondent groups and service paths

• According to this respondent service path idea we created five hard-to-reach respondent groups. We selected only young respondents to this examination because they have the lowest response rates.

• We named five respondent types to illustrate young hard-to-reach respondent groups. These were Adam Apathetic, Susan Suspicious, Daniel Digital native, Irene Immigrant and Michael Marginalised.

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Social Web In person Postal Contact center Mobile

Page 8: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Headline definitions (Picture and personal

information) Characteristic (illustrational, not actual people) photo and name for a respondent type. Age, title, working sector

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(Story) Descriptive story of a situation in life of a respondent type.

(Citation) Slogan of a respondent type/ descriptive citation for one´s attitude.

Service Channels Service channels and devices used by a respondent type.

Services Services of Statistics Finland used by a respondent type

Digitality Utilisation degree of devices (such as computers or smart phones) and services (such as online services and applications)

GOALS Reasons why a respondent contributes. PROBLEMS Respondent type problems related to a statistical study.

ATTITUDE Descriptive attributes related to attitudes towards responding.

UTILISATION EXPERIENCE The number of mouse clickings, which a respondent type expects to do to get to log in (3 = as easy as possible, 5 = clicks just to choose time for phone or personal interview, >9 = prefers strong identification, as many clickings as needed), and descriptive adjectives for expectations related to the utilisation experience of the services.

Message of Statistics Finland for a respondent type A short message from Statistics Finland for a respondent type.

Page 9: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Digital native Analogical

” I don’t dare respond, even though I would like to.”

VASTAAJA

Service Channels GOALS

PROBLEMS

A young respondent, who does not quite trust authorities. She wants to know, how the given data is combined to register data. She is difficult to contact via phone, because she checks any unknown caller, and if she is unsure, she does not answer or call back. She is not against data collection itself, but she takes a sceptical attitude against agencies or public authorities. Media coverage may restore her confidence.

Services Digitality

Age: 28 Title: Nurse Sector: Health care

• Does not trust Statistics Finland and does not know its practices

• Does not understand what it means to anonymise identifiers

• Fears, that Statistics Finland transmits data for example for tax authorities or the Social Insurance Institution, and is afraid of getting into trouble

• Wants to protect her privacy • Responds preferably when she knows,

how and for what her data are used, and gets, for example, an Internet link to the result page of the survey and information about the release date

>9 MOUSE CLICKINGS

Statistical data Reporting news Disclosure for Statistics Finland Personal counselling Customised solutions

RESPONDENT

well

known Usage of the collected data unknown

Data protection bothers one is trustful

reads the instructions Attends to a matter goes straight to the point

Importance of the incentives great small

Knows Statistics Finland badly

ATTITUDE

UTILISATION EXPERIENCE

Statistics Finland

protects your privacy!

Message from

Statistics Finla

Possibilities to the use of time sparse plentiful

Susan Suspicious RESPONDENT

9

Page 10: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

The use of incentives at Statistics Finland / Especially for low activity respondents

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The use of incentives in household surveys

• Incentive use has not been a widely adopted practice at Statistics Finland in surveys.

• As response rates have continued to decline in surveys, especially among young and less educated groups, a new need has risen to look into the ways in which incentives could be used more systematically

• Incentives can be classified according to their different features: monetary or non-monetary, prepaid or promised (sent initially or contingent on the returned response) and tailored or non-tailored (tailoring meaning a strategy where some groups are rewarded and others not) .

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Page 12: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

The use of incentives in household surveys

• At Statistics Finland, the use of incentives in data collections has been, in the past, viewed as ethically dubious and possibly harmful to data quality and to the reputation of the office.

• There has been a strong emphasis on “civic duty” in responding and providing information, especially for official statistics.

• However, recently there has been a shift in attitudes towards the use of incentives.

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Page 13: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Why incentives?

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• To increase response rates, it is not anymore a civic duty to answer • To have reciprocal action with respondents – give your response and get something back • To create a contact, motivate respondents and communicate how important their

participation is • To get positive recognition among people • To form best practices

Page 14: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Three aspects to take into account

Costs

Quality Ethics

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• How to treat people fairly? • What type of incentive to use

to benefit all? • Is it right to favour certain

commercial actors? • What can be done by law? • Is it ecological?

• What is the cost-benefit ratio? • Cost-effects may be complex, how to calculate them? (for

example, the incentive may motivate quicker responses and cut data collection costs)

• The response rate increases, but how?

• What are the effects on the quality? (may cause people to answer just to get a reward, may increase item non-response or biased net sample)

Page 15: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

+ PROS • Rewards can be given to many

respondents • Rewards are easy to use for a

respondent • Immediate reward tempts people

with a short attention span • Possible to direct actions towards

certain non-active respondents

- CONS • Effects of commercial actions to the

image and reputation of Statistics Finland

• Challenges of combining different software

• Some services are not available for minors

• Limited language options

Example: Voucher code as an incentive

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Some other ways to communicate with respondents

• At Statistics Finland we have been putting into operation new ways to strengthen the image of collecting data for statistical purposes.

• Using videos is one method to illustrate to citizens in general and a respondent personally why and for what data are collected.

• Infographics are an effective way to concretise the purpose of statistics and data collection.

• Written text, for example, in many advance letters may be too long and numbing, especially for some young people. An infographic is a graphic that gives you lots of info and stimulus.

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Communication with respondents by quick and clear infographics in social media

… or by My Day videos

Page 18: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

Responses form data that can be used to support social (and political) decision-making. I could never pass a survey now that I know, how terribly important it is, that people of my age give their responses to those surveys.

It should be seen as an honor to response to a survey. The responses are truly very important.

It is actually incredible, how Statistics Finland is mentioned in so many places.

TRAINEES #pleaserespond

MyDay -videos

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Statistics Finland promotion video “We all are statistics” on Youtube: https://www.youtube.com/watch?v=OzUgc4G1Fdk

Page 20: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

In the future…

• Instead of monetary incentives Statistics Finland is looking for statistical information or data based incentives in the future.

• That means instant feedback information for survey respondents after the survey.

• E.g. you can compare yourself to other respondents or a similar age group or area of people as you are.

• Is there in the audience experience of these kinds of non-monetary incentives?

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Page 21: How to motivate and catch hard -to-reach groups in ... · The use of incentives in household surveys • At Statistics Finland, the use of incentives in data collections has been,

We all are statistics!

11 October 2017 Virtanen - Kangasniemi 21