Census campaign 2022: evaluation report - phase 1 (February to March 2022)

9. Evaluation

Method and sample

Pre and post campaign evaluation was carried out by independent research agency, Progressive Partnership Ltd.

Due to Covid restrictions at the time of the pre wave a predominantly online approach has been used, with some face-to-face interviewing at the post wave.

• A general population survey was carried out in partnership with YouGov via their online Scottish Omnibus – representative of the Scottish population (16+), weighted for age, gender, region, SEG and highest educational level achieved. Pre wave sample size was 1,011; post wave 1,005.
• For less likely to complete audiences, the interviews with respondents in these sub-groups in the omnibus survey were combined with additional interviews conducted online using panel providers (pre wave) and online and face-to-face (post wave).
• To achieve additional interviews with Gaelic speaking respondents, the questionnaire was disseminated by partners in Gaelic organisations.
• Face-to-face interviews were carried out in the street in busy town/city centre locations as well as in more rural areas across Scotland with the following groups: 75+, DE/Low Income, Disabled people, Minority Ethnic, Young Independents and Rural.
• Sample sizes (and definitions) are as follows: Pre/post – online sample only/ post – including online and face-to-face:
  • People aged 75+ – 80 / 114 / 196;
  • Those in the DE socio-economic groups and living in the 15% most deprived SIMD data zones – 102 / 75 / 228;
  • Parents of 0-5s – 133 / 141 / n/a;
  • People with a disability as defined by the Equality Act 2010 – 302 / 323 / 454;
  • People who belong to a Minority Ethnic group (English speaking) – 88 / 102 / 214;
  • People aged 16 to 24 who live independently (i.e. not with family/parents) – 199 / 160 / 235;
  • People who speak / read / write Gaelic – 100 / 201 / n/a;
  • People who live in rural areas 263 / 358 / 459.
• Fieldwork dates were as follows: Pre wave 19 January – 1 February; Post wave: 22 March – 13 April 2022.
• For the less likely to complete audiences, weighting ensured broad adherence to population statistics (where these were available) and consistency in profile between pre and post based on gender, age, SEG and rurality. Weighting for online samples was kept to a minimum, and no weighting was applied to face-to-face data which was used to bring online samples into balance.

For the less likely to complete audiences, results in this document are shown for the online samples when pre to post comparisons are made. For most of the specific post wave measures, combined online and face-to-face data is used.