You can be confident emma delivers a truly representative sample, including hard to reach demographics.

Recruitment techniques used are designed to provide the breadth and depth of the samples required.

The recruiting process uses one approach to recruit respondents: CATI (Computer Assisted Telephone Interviewing).

This process ensures that emma reaches a broader sample of people and the questions being asked (with a choice of completion mode) are consistent and rigorous.

Recruitment through the CATI process:

  1. Phone numbers are randomly selected by a computer and trained interview staff call potential respondents on landline and mobile phone numbers
  2. Qualification questions are then asked to ensure the sample is diverse
  3. Once recruited emma respondents complete the survey online on a device agnostic platform

A range of response rate indicators are regularly reviewed by both the emma independent auditor and the Technical Audit Group.