This large scale, quantitative research project combined CATI interviewing with face-to-face and pen and paper surveying, tailoring methodology to key audience groups amongst the Sunderland catchment. To ensure robust and representative research we conducted 5,571 interviews in total, 2.5% of the Sunderland population. Quotas were utilised to ensure the sample was representative of the Sunderland area, placed on age and gender interlocked, disability, BME, locality and social grade.
The majority of interviews were delivered through our in-house CATI unit by our team of MRS trained interviewers. Younger residents were targeted via face to face interviewing in high footfall areas of Sunderland due to barriers to telephone research amongst this group. To meet quotas placed on the BME population of Sunderland we worked with the Council to provide paper surveys to community groups and held interviewer shifts at key events happening in BME communities.
We held weekly progress catch up meetings with the project team at Sunderland – updating them on fieldwork against quotas and discussing any issues. Data tables and raw data exports were delivered ahead of time and an end of project review meeting was held to discuss the findings and learnings for the future.