Long term survey strategy: summary report and framework to support decision-making

Good practice when considering changing mode

As evidenced from the previous sections of this report, the implications of changing mode are multiple and complex, and interact in different ways. There is no simple formula that can be applied to determine the optimum future design: in reality the most appropriate approach in any context will be dependent on a combination of factors such as the available time and budget, number and range of survey stakeholders, and the main aim that changing mode is intended to achieve.

However, the research did identify (based on the literature and expert and stakeholder interviews) various elements that can help ensure decisions are approached in a robust and defensible manner. In summary, these elements include:

• Engaging stakeholders as much as possible, from as early as possible, as transparently as possible, being upfront about trade-offs and sharing learning and data from testing
• Communicating clearly with stakeholders – including conveying how methodological issues and trade-offs relate to the tangible outputs they value
• Being clear about the aims of considering changing mode – and maintain focus on these aims throughout the development and testing process
• Planning to invest in significant development and testing work. While there is no definitive template, parallel runs are considered the 'gold standard', and significant investment in questionnaire development and testing is likely to be required when moving questions to new modes.
• As far as possible, decisions about future mode designs should consider how 'future proof' different options are likely to be. This should include considering future as well as current information requirements for the three surveys.