This report documents the activities carried out by Statistics Norway as part of the WP2.1 SSI Recruitment Experiment Survey in Norway, under the 2023–2025 Smart Survey Implementation ESSnet grant. The primary aim of the field test and related activities was to evaluate different methods for recruiting participants to a smart survey, focusing on the use of telephone interviewers (CATI) and login solutions with different levels of assumed trust. The survey engaged 1 973 households, testing with and without interviewer-led recruitment in combinations with self-reporting via SMS links directly or the national Altinn platform. Additionally, the survey was supplemented by a Post-Q survey, in-depth interviews with participants and drop-outs, and a workshop with the telephone interviewers.
The results from the field test indicate that CATI recruitment significantly increased response rates, nearly doubling participation compared to self-administered modes without interviewers. However, response rates were notably low among seniors and individuals with lower education levels. The field test also highlighted the trade-offs between ease of use and security: SMS with hyper link to survey being the most user-friendly solution, while the Altinn platform the more secure, associated with greater trust. When interviewers were involved, response rates were similar across the two login methods. However, in the absence of interviewers, SMS links delivered the highest response rates compared to Altinn. Response bias tend to increase without interviewers, particularly for Altinn.
From the user experience of the participants, we learned that the use of app technology and receipt scanning were well-received, except by the oldest age group, who are less familiar with technology. The contact strategy effectively legitimized the survey across all age groups, though usability issues were noted with saving the progressive web application (PWA) on mobile home screens, which caused uncertainty and may have contributed to survey dropout. When asked, users did not express a clear preference for login methods, though security measures such as national ID-Porten/BankID were expected. We also note that telephone interviewers took on a larger role than traditionally, in verifying authenticity, motivating respondents, and providing support, and were especially appreciated by seniors.
The interviewers noted that Statistics Norway’s strong reputation was a key motivator for participation. However, the survey’s complexity and high response burden, along with concerns about security and opening hyperlinks, especially for seniors, negatively impacted completion rates. Despite the app’s generally high usability, interviewers suggested making the app available in app store to enhance trust. The multi-channel contact strategy1 proved effective, although respondents often overlooked information and instructions. Interviewers emphasized that their support was instrumental in reducing dropouts and that their cohesive, small team structure allowed for efficient technical support and follow-up. While the back-office system ensured smooth coordination, improvements to the Service Desk’s response time and accuracy were recommended.
Drawing from the field test and the qualitative insights form the users; future surveys should prioritize maintaining interviewer support and a secure login solution. Additionally, efforts should continue to simplify survey and enhance application further to ensure participation rates, improve data quality, and to maintain Statistics Norway’s trust within society.
