Push to web
Market Research

Push to web surveys have grown in popularity over recent years, particularly as a replacement for traditional postal surveys or as an alternative to face-to-face household surveys. They provide a very effective way of achieving a random sample across a geographically dispersed audience, with the combination of postal and online survey completion helping to balance out any potential bias from only offering one methodology.

The exact approach used in push to web surveys can vary; in some cases, survey invitations/reminders are sent in the post providing a link/QR code to complete the survey online, although the letters may suggest that respondents can request a paper copy if they prefer, which they can then return by post. In other cases, a copy of the paper survey is enclosed with the initial invitation and/or reminders, along with a reply-paid envelope, giving respondents the immediate option of completing the survey online or by post.

In our experience, the inclusion of a paper survey, at least in the initial mailout, helps to balance out response by demographics, such as age; with paper surveys often proving more popular among older consumers/residents, whilst offering an online method of completion, which residents/consumers can access via any internet-enabled device (including their phone or tablet) helps to boost representation from younger people.

DJS Research has a wealth of experience in delivering ‘push-to-web’ surveys, with some recent surveys achieving response rates over 20%. We have an in-house Creative Services Team who help make survey invitations and paper surveys look engaging and a range of other tried and tested methods to maximise response rates, including bespoke survey helplines and webpages.

We also have expertise in sample design to ensure the sample selection is representative of households within specified localities. A stratified random probability sampling method is often used, using the Royal Mail Postcode Address File (PAF database) as the sampling frame.

Some recent examples of our push to web surveys are illustrated below:

• Competition and Markets Authority (CMA) general Population Survey: 

The CMA commissioned DJS Research to conduct a very quick-turnaround, push to web survey to generate vital evidence to feed into work they were doing in the UK mobile phone market. The survey aimed to achieve a large, representative sample of mobile phone users from across the UK, based on a 12-sided postal survey, giving all respondents the option of completing the survey on paper or online.

A stratified random sampling approach was used, whereby the Postcode Address File (PAF) database was first stratified by region and then IMD (deprivation) and a 1 in N sample selected for inclusion. The timings for the survey were extremely tight demonstrating our ability to design, cognitively test and then format a survey invite and paper questionnaire in a very short time frame. Interim data was delivered just a week into fieldwork starting.

A sample of over 800 mobile phone users almost mirroring the profile of the UK population, in terms of age, sex and region, was generated within a four-week fieldwork window.

• North Tyneside Council Residents’ Survey: 

Previously conducted via a postal survey, in 2024 the 12-page survey moved to a push to web approach, where all those invited to participate were given the option of completing the survey on paper or online. The 2024 survey, which involved an initial invite and one reminder (including a paper copy of the survey on both occasions) achieved an impressive 23% response rate, with no financial incentive.

For further information on our push to web capabilities please contact Research Director Julie Hollingsworth (jhollingsworth@djsresearch.com).