‘The 2nd Dose’ Full Research Methodology & Sample Data

‘The 2nd Dose’ Full Research Methodology & Sample Data

This methodology relates to our March 2021 report ‘The 2nd Dose’

Research Design


This research was conceived in response to the ongoing need to platform young people’s voices in order to make institutions across all three sectors more relevant, democratic and responsive to the needs of Gen Z. We set out with the intention of following up on our first piece of research about the impact of Covid-19 on 16 – 25s in the UK, Take the Temperature, which was conducted and launched in April 2020.

Drawing on our previous research (Take the Temperature’s findings as well as our other reports published since), our day-to-day conversations with young people and nearly a decade of experience working in the sector, we established a long list of topics, questions and thoughts young people were talking about or concerned with at present.

We then worked with internal members of the Beatfreeks team to narrow down questions into a shortlist, based on conversations the team were having with young people on a daily basis and what felt like most pressing or important. This shortlist became a total of 19 questions (3 open response, 16 quantitative) as well as 12 demographic questions. These demographic questions have been developed on an ongoing basis with 16-25s to best reflect how young people in the UK wish to identify. 

Following design of the shortlist, we then user-tested the survey with three members of the age group, who offered feedback on phrasing, language, and possible answer options.

One of the methods we distributed our questionnaire was an external, MRS approved panel agency – as will be discussed in the data collection section of this methodology. As part of this process, we worked alongside external researchers to ensure that any bias was removed from question wording, and the possibility to opt out of questions was included.

Welcome to My Grid

Following questionnaire data collection and analysis, we selected three participants from the network of young people that makes up the Beatfreeks Community for one-to-one interviews conducted digitally and in writing. These participants were selected based upon findings from study of the quantitative data. As we established core themes from the questionnaire data, we thought it would be beneficial to find out specific information and further detail from three principal segments of our participants: a young person in education, a young creative freelancer and a young person working a ‘professional’ and/or office based career. We used internal database systems to establish three young people who fit the above criteria and we from a diverse set of backgrounds and geographies.

As participants’ connection with social media formed a principal trend from the report, one exercise we conducted with all three participants was asking them to talk through their last three instagram posts, relating them to their experience of emerging from Covid restrictions. We then asked each participant different follow up questions which related to how their particular experience related to the trends drawn from the questionnaire data. Participants were also given the opportunity to speak on topics which they were passionate about, if they were not included in the questions we had designed.

Data Collection

Data collection had three strands:

  • Questionnaire 
  • Welcome to my Grid
  • Consumer Omnibus


We gained responses to our questionnaire in two main ways: through an open call for submissions and through working with an external polling agency. 

In our open call the 31 question long survey was conducted and distributed online. It collected young people’s answers, demographic data and one question where they could leave contact information (email address or social media handle) to opt-in to being contacted by Beatfreeks for further opportunities.

This sample was self-selecting. We distributed links to complete the survey in two principal ways: 

  • Sharing it with other organisations that work with young people so that they can distribute it amongst their networks
  • Targeted promoted posts on Instagram and twitter

This strand implements informed consent. The opening page of the survey informs participants as to what the project is, and how the data will be used in terms and detail appropriate to our age range. For the one question requiring personal data, the question description includes a link to our data policy (again written in terms appropriate to the group) which details how the data will be stored. The question also explains how the data will be used, should they want to provide it. Participants have the option to withdraw from the research at any point by leaving the survey incomplete and exiting the webpage.

To advertise completion of the survey, an incentive was offered to young people who took part. By submitting the survey, participants were entered into a competition for a £100 Amazon voucher. In order to be eligible for the voucher the young people had to leave contact information, so we could be in touch with them should they win.

In order to ensure that we reached a large enough sample and was representative of a range of people, we used mixed methods for collecting data on this questionnaire. The second way we collected data for the questionnaire was through an external polling organisation. This organisation continually updates, maintains and validates its panel to ensure both validity of respondents, as well as a range of people taking part. All consent processes and data collection was conducted supplier side in line with their internal MRS code of conduct.

Welcome to my Grid

When conducting follow up interviews with three participants who contributed to the Welcome to my Grid sections of the report, we sent out respective research questions to each of the participants, and asked them how they would like their information to be collected. Participants could either write their answers and send them via email, or take part in 1-2-1 video or phone interviews. All participants opted to provide their answers in written form. They were paid a £100 bursary to reimburse them for their time spent contributing to the project. Demographic information about our three participants can be found below. 

AgePronounsGenderSexualityEthnicityDo you consider yourself a Person of Colour?Do you consider yourself to have a hidden and/or visible disability?Are you in education?Are you in work?LocationReligion / Faith
24She / HerFemalePNTSWhite BritishNoPNTSNoSelf-employed / FreelancerLincolnPNTS
24She / HerFemaleStraightWhite BritishNoNoNoFull timeBirminghamN/A
18She / HerFemaleHeterosexualNorth AfricanYesYesSixth FormPart timeWalesPNTS

Consumer Omnibus

In addition to our research specifically with 16-25s, we also run five of our quantitative questions past a consumer omnibus, so that we could compare how younger generations responded, when compared to a national sample. This consumer omnibus was made up of 2000 respondents, weighted to be nationally representative of age, gender, region and geography (established by their nearest city).


Generally, our sample was fairly accurate in terms of its spread. It was slightly skewed in terms of age, with slightly less younger participants than older – only 5.2% of our sample were aged 17, and 7% aged 16, compared to peaks of 15.9% (21) and a median value 9.96%.

The survey was accessed by a number of people with additional access needs – with 21% of respondents defining themselves as having a disability of some kind. We attained an exactly equal split of males (43.5%) and females (43.6%). 6.2% of respondents defined themselves as Non-binary – despite a bill being refused to recognise it as gender in 2021.

Our sample overrepresented People of Colour – who made up 28.4% of our sample. This is compared to ONS estimates 14.4% of the population being made up if people from ‘ethnic minority backgrounds’. The discrepancy may be caused by difference of terms, and the broader way of collecting demographic information on ethnicity which we adopt.

You can read more about each individual demographic criteria on the graphs and tables below.


When asking participants to identify their sexuality we used an open text box in order to allow people to self-identify without the constraints of restricting labels. To avoid recategorising them now, and in order to display the number of people who sit at varying points along the spectrum of sexuality, we are presenting those who identify as heterosexual, and those who do not.

Of the full sample, 48.25% defined themselves as heterosexual or straight and 24.88% of people positioned themselves as not heterosexual. 26.87% of the sample said they prefer not to say.

The non-heterosexual participants gave answers which sat across the spectrum of sexualities: pansexual, omnisexual, questioning, queer, asexual, bisexual etc. You can read more about the fluid scale of sexuality and its associated language here.


Not sure10.05%
Mexica Curanderismo10.05%
Pagan / Wicca110.53%
Religious (Unspecified)40.19%
Nation of Yahweh10.05%


Based on our ongoing work with young people, particularly through our Don’t Settle project and in the findings from our Time and Time Again report, we’ve established our own method of working with young people to express their identity on ethnicity. Based upon open text research allowing people to identify their ethnicity, we have created a list of popular phraseology and categorisations. Participants then have the option to select multiple ethnicities, as well as indicate if they are ‘Mixed Heritage’. This is in response to methods of categorising ethnicity which excludes or reduces people from minoritised backgrounds or of Mixed Heritages.

From our 2,058 participants we received over 140 different identifications, all of which can be found below. Column two indicated number of people who identified this way, column three indicates the percentage in the sample. We asked participants a separate question to establish whether they identified as a Person of Colour or not.

We have here presented people’s ethnicities as a full list, to avoid recategorising people, and present them in a way in which they did not directly identify.

Any other African150.73%
Black British773.74%
British Asian1175.69%
British/Irish,White British391.90%
Central Asian100.49%
East African211.02%
East Asian221.07%
Mixed Heritages783.79%
North African160.78%
South Asian482.33%
South Asian,British Asian80.39%
Southern African241.17%
West African482.33%
White British88843.15%
White European753.64%
Any other African, Latina/o/x10.05%
Any other African,Other group10.05%
Arab,Any other African10.05%
Arab,Any other Asian10.05%
Arab,British Asian10.05%
Arab,Central Asian10.05%
Arab,Central Asian,British Asian,White British10.05%
Arab,East African10.05%
Arab,East African,Black British10.05%
Arab,East Asian,South Asian10.05%
Arab,North African10.05%
Arab,West African10.05%
Arab,West African,Any other African,Indigenous10.05%
Arab,West African,Caribbean,Central Asian10.05%
Arab,West African,East Asian,Latina/o/x10.05%
Arab,White British20.10%
British Asian,Latina/o/x10.05%
British Asian,White European,Other White group,Other group10.05%
British/Irish,Traveler,White British,10.05%
British/Irish,White British,Other group10.05%
Caribbean,Central Asian,Indigenous,Latina/o/x10.05%
East African,Romani,White European10.05%
East African,Southern African,British/Irish,Indigenous,Latina/o/x10.05%
East African,White European,Other White group,Other group10.05%
Latina/o/x,White British10.05%
Mixed Heritages,Arab,East African,North African,West African,Southern African,Any other African,,Caribbean,Any other Black group,Central Asian,East Asian,South Asian,Any other Asian,Pacific Islander,Traveler,Indigenous,Latina/o/x,Romani,,White European,Other White group,Other group10.05%
Mixed Heritages,Arab,East African,North African,West African,Southern African,Any other African,Black British,Caribbean,Any other Black group,Central Asian,East Asian,South Asian,British Asian,Any other Asian,Pacific Islander,British/Irish,Traveler,Indigenous,Latina/o/x,Romani,White British,White European,Other White group,10.05%
Mixed Heritages,Arab,North African,Caribbean10.05%
Mixed Heritages,Arab,White British10.05%
Mixed Heritages,British/Irish,Indigenous,Romani10.05%
Mixed Heritages,Caribbean,indigenous,White British,Other White group10.05%
Mixed Heritages,East African,Romani10.05%
Mixed Heritages,Latina/o/x,White European10.05%
Mixed Heritages,Other group10.05%
Mixed Heritages,Pacific Islander10.05%
North African,Central Asian,Traveler,White European,Other White group10.05%
North African,Central Asian,White European,10.05%
Romani,White European10.05%
South Asian,Other group10.05%
Southern African,Indigenous,Romani,White European10.05%
Traveler, Indigenous10.05%
West African,Other group10.05%
West African,Romani10.05%
Any other African,Any other Black group20.10%
Any other African,Black British20.10%
Any other African,Caribbean10.05%
Any other Black group50.24%
Black British,Any other Black group20.10%
Black British,Caribbean110.53%
Black British,Caribbean,Any other Black group10.05%
East African,Black British10.05%
East African,Caribbean10.05%
East African,Southern African10.05%
East African,West African,Any other African,Caribbean10.05%
East African,West African,Black British10.05%
East African,West African,Caribbean10.05%
Mixed Heritages,Black British10.05%
Mixed Heritages,North African,Southern African10.05%
North African,Any other African20.10%
North African,Black British10.05%
North African,Southern African20.10%
North African,West African10.05%
Southern African,Any other African10.05%
Southern African,Any other Black group10.05%
Southern African,Black British20.10%
Southern African,Caribbean10.05%
West African,Black British40.19%
West African,Southern African10.05%
West African,Southern African,Caribbean,Any other Black group10.05%
Any other African,British Asian10.05%
Black British,South Asian10.05%
Caribbean,Central Asian10.05%
Mixed Heritages,East African,Any other African,Central Asian,South Asian,British Asian10.05%
North African,Black British,South Asian10.05%
North African,British Asian10.05%
Southern African,Central Asian20.10%
Southern African,East Asian10.05%
West African,Any other African,Any other Black group,East Asian,Any other Asian10.05%
West African,Black British,Any other Black group,East Asian10.05%
West African,British Asian10.05%
West African,Caribbean,Central Asian10.05%
West African,Central Asian10.05%
Any other African,British/Irish,White British10.05%
Any other African,White British40.19%
Any other African,White European20.10%
Any other Black group,White British10.05%
Black British,British/Irish10.05%
Black British,White British30.15%
Caribbean,White British20.10%
East African,British/Irish20.10%
East African,White British20.10%
East African,White European10.05%
Mixed Heritages,Black British,British/Irish10.05%
Mixed Heritages,West African,British/Irish,White European10.05%
Mixed Heritages,West African,White British10.05%
Mixed Heritages,West African,White European10.05%
North African,White British10.05%
Southern African,British/Irish,Other White group10.05%
Southern African,Other White group10.05%
Southern African,White British20.10%
Southern African,White European20.10%
West African,British/Irish30.15%
West African,White European20.10%
British Asian,Any other Asian,10.05%
Central Asian,East Asian10.05%
Central Asian,South Asian10.05%
East Asian,British Asian10.05%
East Asian,South Asian10.05%
East Asian,South Asian,British Asian10.05%
Mixed Heritages,East Asian10.05%
Any other Asian170.83%
British Asian,British/Irish10.05%
East Asian,White British,20.10%
British/Irish,Other White group10.05%
British/Irish,White British,White European,30.15%
British/Irish,White European10.05%
Mixed Heritages,British/Irish,White British10.05%
Mixed Heritages,Other White group10.05%
Mixed Heritages,White British50.24%
Mixed Heritages,White British,White European10.05%
Other White group140.68%
White British,Other White group30.15%
White British,White European120.58%
White European,Other group10.05%
Mixed Heritages,Arab20.10%
Other group150.73%


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