1. Bill Blyth Global Methods Director, TNS Changing Respondent Pathways in the Eurobarometer Landscape Better EB for better understanding the citizens’ needs

2. 2 Too often, international studies are regarded as the sum of national studies conducted in different countries. The key principles of our philosophy: Method and mode evaluative criteria ConsistencyReplicabilityReliabilityTimeliness Cost effectiveness Validity

3. The Quality Triangle Quant. alone has its limits Fitness Process User Design

4. Eurobarometer Surveys Mode Assessment Need explicit feasibility assumptions Consistent coverage definition Regular coverage benchmarking and updating Country by country evaluation Transparent ‘Fitness for Purpose’ criteria Agreed decision-making process

5. CAPI availability- drivers and constraints Respondent independent Internet dependent Very high capital investment Sophisticated IT infrastructure need Multi-country inter-operable capabilities The EB gold standard

6. CATI feasibility- drivers and constraints Respondent dependent Fixed line diminishing Mobile only growing rapidly in some countries Response declining Legislative issues (do not call etc…)

7. % Individuals with a phone of any sort Source: Eurobarometer 2005 & 2008

8. % Individuals with a mobile phone Source: Eurobarometer 2005 & 2008

9. % Individuals with mobile and no fixed line Source: Eurobarometer 2005 & 2008

10. Individuals with a mobile but no fixed line Penetration within age Source: Eurobarometer 2005 & 2008

11. Mobile only challenges Inadequate/non-existent sampling frames Legislative/ethical barriers to RDD - e.g. cost to respondents Multiple chances of selection Questionnaire length restrictions Poor response levels

12. CAWI feasibility- drivers and constraints Respondent dependent Little defined best practice Coverage variability Sample frame availability Access panel approach the norm Results are design and process sensitive

13. % Individuals with internet access at home Source: Eurobarometer 2005 & 2008

14. Individuals with internet at home Penetration within age Source: Eurobarometer 2005 & 2008

15. Summary Fixed-line below 70% in a number of EU countries Rate of mobile-only coverage growth can invalidate national trend comparisons for fixed-line designs Internet penetration under 60% in around 50% of EU countries Internet penetration is highly skewed Internet skew by education suggests a minority will never access mode Fixed-line and Internet coverage gaps are different Questionnaire effects compound coverage and frame bias

16. A way forward? Fitness for purpose model provides optimal approach Re-visit and clearly articulate priorities for Flash- for example speed, validity and consistency Evaluate mobile-only coverage gap effects against priorities, by re-analysis of standard EB data Assess alternative single mode designs Expert group to advise on mixed-mode design implications

17. A way forward? Choose uni-mode or mixed-mode model Expert group to produce detailed specification and consensus view on budget requirement Specification to include ongoing validation and detailed quality control metrics supported by audit Tender evaluation using a ceiling price accompanied by quality base contract award as opposed to current price/quality hybrid Expert group provides independent ongoing performance and validation monitoring

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