Accessibility and inclusion

Surveys

Designing your survey to be accessible and inclusive will ensure that everyone is able to take part, regardless of their needs, characteristics or digital access.

An accessible and inclusive survey will improve the overall quality of your data and how representative your sample is, reduce bias, and increase your response rate. If your survey is inaccessible, you could risk excluding groups from your sample, miss out on key perspectives, and even cause respondents to feel disempowered if they are prevented from taking part.

During the design and delivery phases, it is important to consider barriers that might prevent people from completing your survey and identify ways of removing these barriers.

How do I make sure my survey is accessible?

Format

  • Ensure your survey can be completed using a screen-reader or other forms of assistive technology (e.g., high-contrast text, large buttons). Most survey platforms have accessibility settings or guidance.

  • Consider offering an Easy Read version of your survey. Using very simple language, shorter sentences, and pictures/icons can be valuable for young people, people with learning disabilities and anyone who might experience difficulties with standard text.

  • Use descriptive headings (e.g., About You, or Your GP Experience) to split your survey into sections and make it more digestible for respondents.

  • Be mindful of using coloured text in your survey. If you are using colour, ensure it is appropriate for those with colour blindness or visual impairments. Avoid giving any key information or instructions in colour.

  • Tell respondents how long the survey should roughly take to complete or use a progress indicator. Allow respondents to return to the survey if they need a break, especially for longer surveys.

Delivery

  • Online surveys are popular and efficient. However, not everyone can or will respond online. Offering alternative methods of taking part (e.g., over the phone, or in person) can make it easier for a wider range of respondents to complete your survey and help improve the diversity of your sample.

  • QR codes are a popular method but not everyone has access to a smartphone to scan a code. Offer various methods of opening your survey (e.g., a short web link, paper questionnaire).

Language

  • Surveys (especially for residents and service users) should use plain English and simple vocabulary.

  • Avoid jargon or acronyms where possible. If you need to use technical terms, explain what these mean.

  • Offering your survey in various languages will support those who are not fluent in English to complete your survey independently. Some survey tools and software offer built-in translation, but it is important to always user-test your translated survey. Camden offers a translation service via Language Line.

How do I make sure my survey is inclusive?

Your survey should reflect the diversity of your target population. This means using language, examples, and methods that acknowledge and respect different identities and experiences. This will help ensure that groups who are underrepresented or seldom heard in research are meaningfully included.

Collecting demographic information

  • Use standardised categories where possible (e.g., ONS categories for ethnicity, religion, and gender identity) to allow you to compare your data with local and national statistics. Be mindful of using outdated or overly narrow categories.

  • Always provide additional open-text response options to allow respondents to self-describe their identity.

  • Always provide a ‘prefer not to say’ response option. Some respondents will not be comfortable providing information about their identity – this should not prevent them from completing your survey.

  • Clearly state why you are collecting demographic information from your respondents. Offering a transparent explanation (e.g., we are asking these questions in order to understand how our services meet the needs of each community) to build trust with respondents.

Respectful and inclusive language

  • Use inclusive wording which reflects the diversity of people’s lived experience. For example, use neutral language like ‘parent or carer’ rather than ‘mum and dad’.

  • Be mindful of how you refer to specific groups. For example, ‘women and pregnant people’ is more inclusive than ‘women’.

  • Always consider your own bias and reflect on whether your assumptions have influenced the questions you ask or the way you ask them.

  • Ask colleagues, residents, or community champions to sense-check your questions and how you have asked them.

Recruiting your sample

  • Standard methods of promoting research (e.g., through online channels or social media) often reach the most engaged residents, but these methods might not reach certain groups. Tailor your recruitment (e.g., distinct materials for different groups) to reach everyone in your target sample. You might need to use multiple recruitment methods to reach people who are less engaged.

  • Collaborate with community champions, local residents or groups, and voluntary and community sector (VCS) partners who have positive relationships with residents to promote your survey.

  • Monitor who is responding whilst your survey is open, so you can identify gaps and adjust your recruitment strategy as needed. Being flexible in your approach can help ensure that seldom heard voices are included.

Recruiting a diverse and representative sample often requires more time, resources, creative thinking, and a willingness to adapt your approach.

Ultimately, completing your survey should be a positive experience for your respondents. For many people, surveys offer the opportunity to share their views and influence decision-making.

Designing a survey that is accessible and inclusive is about more than simply removing barriers to participation but giving people an equitable opportunity to take part and be heard.

Designing an accessible and inclusive survey requires thinking carefully about who you are asking, what you are asking, and how you are asking it.

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