TWEETS, BRANDING AND SWAG: ENGAGING TEENAGERS IN RESEARCH Emily Gilbert, Lisa Calderwood, Meghan Rainsberry – UCL Institute Of Education, London Sarah Knibbs, Kirsty Burston – Ipsos MORI, London ESRA – Reykjavik 13 th -17 th July 2105

Overview  Challenge: engaging 14 year olds in research –Millennium Cohort Study (MCS) Age 14 Survey taking place at a key point in cohort member’s lives –Need to retain cohort members for the Age 14 Survey and into the future  Solution: developing an approach to participant engagement for the MCS Age 14 Survey –Rebranding –Relaunch –Social media –Survey design

What is the Millennium Cohort Study?  Follows the lives of over 19,000 children in the UK born in 2000/01.  Cohort has been surveyed at key development ages and stages of life: –9 months (2001-2) –3 years (2003-4) –5 years (2006) –7 years (2008) –11 years (2012) –14 years (currently)

Age 14 Survey – engagement challenges  14 is a transitional age. –14 year olds have very busy lives. –Growing up in a fast-paced digital age. –Cohort members see themselves (and seen by adults) as being able to make own decisions, including whether or not to take part in this study. –However, many 14 year olds still want their parents to be involved. –Other cohort studies show a drop off during transition from parent to young person.

Context of the Age 14 Survey

An evidence-based approach  We wanted to ask young people what they wanted.  Consulted extensively with 14 year olds via qualitative research (focus groups, depth interviews)  Went back to basics to understand 14 year olds attitudes to research and their role in it –Engagement with different modes of data collection –Preferences in terms of direct communication through research process –Suitability of survey materials and approaches for their age –Understanding of consent process  Consulted with parents – play a role as ‘gatekeepers’ and need to be engaged sufficiently in the purpose of the research. Need to understand the parent/child relationship at this age and decision-making process.

Qualitative research findings - general  Young people want a ‘voice’ – want to be listened to.  Young people at 14 still look to their parents for advice and support, and want them to be involved decision-making processes.  Post directly to young people is a good method of communication – exciting to receive post.  Communication should be age-relevant.  Sophisticated view of content and style of materials – disliked ‘design for design’s sake’.

Qualitative research findings – MCS cohort members  Cohort members weren’t aware of the aims of the study.  They knew the study was important, but didn’t really understand why.  Young people were interested in findings from the study.  They didn’t understand that the study would continue into their adult life.  Cohort members view gifts positively – liked their contribution being recognised in this way.

Relaunching the study Key messages:  What MCS does: building a picture of your generation.  Why each cohort member is important: your life story – you’re irreplaceable.  The impact of MCS: you make a difference by participating.  MCS in the future: the nature of a longitudinal study.

Rebranding the study  Rebranding CNC including new logos, colours and styles  Included on all printed materials families receive  Designed to be more ‘young person friendly’ and encourage study loyalty and recognition  Tested in focus groups with young people.

Relaunch mailing Just prior to the Age 14 Survey, cohort members received a ‘participant pack’ to gain buy-in to the study from young people themselves. It contained:  A letter including a pop-out membership card  A booklet providing information about the study, how findings have been used and information on the CNC team  Some small gifts (swag!) – a keyring a travel-card holder and a notebook

Positive response to the mailing… Thanks for sending me this amazing package. I am definitely going to use the notebook and pen! Hey I’d like to thank you for the pack you sent to me in the post. I really appreciate it. Thanks Child of the New Century for my pack I decorated it a bit with gel pens. This is so cute I’m going to scream! Thank you for my wonderful package and my new membership card, officially a valid member!

Online relaunch  Re-development of website for cohort members –Information about findings –Publications –Media coverage –Animated

Animated film To see the animated film click herehere

Survey specific things  All aspects of the study design informed by the qualitative research and the needs of 14 year olds  Survey engagement materials  Pre-notification mailing is addressed to cohort members and parents (equal status)  Highlights young people can do some elements and not others - wellbeing protected  Gift for participating  Consent process  Verbal consent given for all survey elements  Signatures not required from young people  Survey instruments  Content that’s age appropriate and relevant  Training of interviewers  Briefing sessions dedicated to engaging 14 year olds in the study overall and in specific elements  Gave interviewers lots of examples of how survey findings have been used

Conclusions  Essential to dedicate time and resource to initial development work among the cohort you are surveying.  Important to take a cohort member centred approach to developing a survey for teenagers. Avoid imposing ‘adult’ views.  MCS cohort members valued tweets, branding and swag! Opportunity to interact with the study online, a clear and strong identity for the study, and gift items to show our appreciation.

Questions  Any questions?

Age 14 survey THANK YOU