Challenge
The ROCKWOOL Foundation wanted to gain insights into the needs of young people and how these needs are met in Denmark. However, it can be difficult to engage 15–19-year-olds through traditional survey invitations. Therefore, the ROCKWOOL Foundation partnered with Epinion to find a solution that could ensure high participation rates and credible data.
Approach
The challenge was to collect data from young people who do not usually participate in surveys. Together with the ROCKWOOL Foundation, Epinion developed a design in which physical invitations were sent out, providing all participants with a guaranteed financial incentive in the form of a gift card. This approach proved effective in motivating young people to participate and complete the survey. Achieving a high response rate required a combination of different measures, such as the form of invitation and the incentive offered.
Resolution
Epinion recommends using a tailored data collection method when working with particularly challenging target groups. This method resulted in a significantly higher response rate than expected, allowing the ROCKWOOL Foundation to gain valuable insights into the needs of young people—and thereby get closer to a target group that is usually hard to reach. The high response rate ensured credible data that the ROCKWOOL Foundation can use to generate meaningful insights about Danish youth.
