A Nationally Representative Sample

The MRS undertakes a commercial benefits study using a truly representative national sample. A couple of years ago we highlighted Voices4all’s campaign to make ethnicity, sexual orientation and disability (in addition to age, gender, region and social grade) quotas a minimum requirement for all NatRep research samples. The MRS have joined the crusade and in the latter part of 2022 undertook a commercial benefits study to explore and define what commercial benefits are being missed within the traditional approach to Nationally Representative UK adult sample.

The MRS state that the UK the industry standard for a Nationally Representative UK adult sample has historically been based on age, gender, location, and sometimes socioeconomic status – however this overlooks a host of minority groups, from ethnic minorities to the LGBTQIA+ community and those with disability, whom in total represent about 30% of the population.

The conclusion of the report were as follows:

• Unconscious Bias is established when unfounded opinions become beliefs
• There is no genuine barrier to any industry stakeholder including Minority Groups in our base level Nat Rep Methodology for Online UK Research
• There is a clear and strong commercial opportunity to access and understand the currently untapped views of these groups which collectively make up a third of the UK Population
• This more inclusive approach is available in todays market and carries no cost premium

For full details of the report please visit the MRS website.

A Nationally Representative Sample

Voices4all aim is to make ethnicity, sexual orientation and disability (in addition to age, gender, region and social grade) quotas a minimum requirement for all NatRep research samples.

They have researched and gathered the latest government data to inform the best possible approach to deliver the most representative national sample for UK research. The key area of focus is achieving representation of minority groups (alongside the traditional quotas of age, gender, region and social grade). Our sources and the related minority groups areas are:

• Ethnicity taken from the 2011 Census.
• Sexual Orientation taken from the 2017 Office of National Statistics NPS Data
• Disability taken from 2011 Census, as well as elements of the forthcoming 2021 Census.

Voices4all have stated that these sources are the most current and trusted sources that we can benchmark our approach to at this point in time. They will review their setup each year as new government data becomes available to ensure that it is as up to date as possible.

They have aimed to provide robust base sizes so that minimal weighting is required, and that the final data set delivers the best-case share of voice whilst minimising the margin of error.

Download their guides to help you with demographic questions here, and quota set up, sampling and weighting here. 

Face-to-Face research back on the cards!

This month sees the lockdown restrictions begin to ease and the UK beginning to re-open its doors for business and we also welcome the first tentative steps to going back face to face research with the updated guidance from The Market Research Society (applicable from the 29th March).

Key points to note from the new guidance:

• Research practitioners must only undertake face-to-face data collection which cannot be achieved using other methods.
• Research practitioners must undertake risk assessments of any proposed face-to-face data collection exercise before beginning the activity.
• When face-to-face data collection is undertaken it can only be in those locations that remain open as a result of Covid-19 restrictions and in locations allowed within the MRS guidance.
• In-home face-to-face data collection continues to be restricted to on the doorstep only.
• Research practitioners have a responsibility to protect vulnerable groups, participants and the reputation of the profession.

For further details on the guidance please go to MRS Website

So, in essence in-store and on-street are possible if they are the only realistic way of acquiring the insight, in home is still not really an option but viewing facilities are! We have really missed the buzz of moderating a well recruited focus group and glad to see that a number of viewing facilities will also be re-opening their doors this month.

The MRS have also produced guidance for viewing facilities however the majority of viewing facilities have gone above and beyond this to make sure respondents, moderators and clients are safe. Our friends at Talkback Studios in Nottingham have shared their Covid-19 Working Practices policy to give you an idea of what you can expect.