How to Reach Hard-to-Reach Audiences in Research
Good research should reflect the people you're trying to understand.
But getting a representative mix of people to take part isn't always easy. Some groups are much less likely to respond to surveys, emails or invitations to take part in research.
If those voices are missing, you can end up making decisions based on an incomplete picture.
So, how can organisations make their research more inclusive and reach people who might otherwise be missed?
Who Are Hard-to-Reach Audiences?
The term "hard-to-reach" can cover lots of different groups.
Depending on the research, this could include:
People with limited digital access
Older people
Younger people
People who speak English as a second language
People with disabilities
Vulnerable customers or residents
People who have previously disengaged from an organisation
People working unusual hours
Communities with low levels of trust in organisations
It's also worth remembering that people aren't necessarily "hard to reach". Sometimes the method being used simply isn't right for them.
Changing the way you approach research can make a big difference.
Don't Rely on Online Surveys Alone
Online surveys are quick, convenient and cost-effective, but they won't work for everyone.
Someone who rarely uses email is unlikely to respond to an email survey, no matter how well it's designed.
Using several methods can help.
This might include online surveys alongside telephone interviews, postal questionnaires or face-to-face research.
Giving people different ways to participate makes research more accessible and can help produce a more representative sample.
Pick Up the Phone
Telephone research can be particularly effective when you're trying to reach people who haven't responded through other channels.
A conversation with a real person can feel much more approachable than another email or text message.
Interviewers can also explain why the research is taking place, answer questions and reassure participants about how their feedback will be used.
This can be especially valuable when speaking to people who are less confident completing surveys online.
Keep Communication Simple
Research invitations don't need to sound complicated.
Explain clearly:
Who is carrying out the research
Why you're contacting them
Why their opinion matters
How long it will take
What will happen with their answers
Avoid jargon and lengthy explanations.
If people can quickly understand what you're asking them to do and why, they're more likely to take part.
Build Trust
Sometimes the biggest barrier isn't access. It's trust.
People may have taken part in previous consultations without seeing anything change. Others may worry about how their answers will be used.
Being clear about confidentiality and explaining the purpose of the research can help.
Using an independent research organisation can also reassure participants that they can speak openly about their experiences.
Think About Accessibility
Accessibility should be considered from the beginning of a research project, not added as an afterthought.
That could mean offering information in different formats, providing translated materials or giving people the option to participate over the phone rather than online.
The easier you make it for someone to take part, the more likely you are to hear from them.
Work With Trusted Organisations
For some communities, an introduction from a familiar organisation or individual can make a big difference.
Community groups, charities, support organisations and local networks can help explain the purpose of the research and encourage participation.
They can also provide useful advice about the best way to approach a particular audience.
Look at Who Hasn't Responded
Don't wait until the end of a project to discover that an important group is missing.
Monitor responses while the research is taking place.
If you're receiving plenty of responses from one group but very few from another, you can adjust your approach while there's still time.
That might mean making additional telephone calls, changing how you communicate or using another research method.
Make Sure Every Voice Has the Chance to Be Heard
Representative research isn't simply about achieving a high response rate.
It's about making sure different experiences are included.
Taking the time to understand who isn't responding, and why, can lead to better research and more reliable decisions.
At Viewpoint Research, we use a range of research methods to help organisations hear from the people who matter. From telephone interviewing and surveys to qualitative research and community engagement, we help reach a broad range of audiences and make sure important voices aren't overlooked.
