National Statistical

We have now announced our Survey Improvement and Enhancement Plan for Economic Statistics. It represents our commitment to restoring confidence in our survey operations, enhancing data quality, and modernising our systems and methodologies. But as Deputy Director for Social Survey Field Collection Tina Thomas reminds us, the work of our interviewers remains at the heart of it all, building trustworthiness in our statistics through human connection.

In recent years the ONS has faced significant, and well-publicised, challenges in maintaining the quality and reliability of our survey data, with the COVID-19 pandemic accelerating long-term global trends in declining response rates.

Our newly announced Survey Improvement and Enhancement Plan outlines a clear and ambitious roadmap to address these issues head-on, building on work already taking place to ensure our surveys remain robust, representative, and fit for the future.

The Human Face of Statistics

But while our improvement plan focuses on systems and methodologies, we mustn’t forget that at the heart of our data collection efforts are the hundreds of dedicated ONS interviewers who speak directly with people across the country. From doorsteps to departure gates, and over the phone, these skilled professionals collect vital data that helps us build an accurate picture of life in the UK.

Every interview is a chance for us to listen, connect, and understand. These conversations go beyond mere data collection – they help us build trust with the people and communities we serve.

The Unique Skills of Field Interviewers

It takes a special set of qualities to be a successful interviewer. Empathy, patience, resilience and professionalism. These are people who know how to build rapport quickly and listen without judgement, even in emotionally charged situations.

One of our face-to-face interviewers, who’s been in the job for more than 20 years, has visited over 10,000 homes and has sometimes found himself in tears because of the trust shown to him by respondents. These conversations aren’t just about gathering statistics — they’re about understanding and human connection.

The Stories Behind the Statistics

Sometimes, these interviews lead to moments that go far beyond data collection. Recently reported by The Big Issue, one of our interviewers was speaking with a respondent who became visibly upset while answering financial questions. Sensing their distress, the interviewer paused the survey, offered a listening ear, and shared simple, practical advice. That brief moment of human connection proved life-changing for the respondent — and left a lasting impact on the interviewer as well.

Stories like this aren’t rare. While they don’t always make headlines, our staff routinely go above and beyond. Whether offering kindness during a difficult time or giving a voice to someone who rarely feels heard, these moments of impact are quietly powerful.

Building Trust in Challenging Times

In an era of rising scams, misinformation, and digital fatigue, being approached by a stranger can understandably prompt hesitation. That’s why our interviewers receive extensive training on how to build trust quickly, explain the importance of participation clearly, and reassure respondents that their time and information truly matter.

Despite these challenges, our interviewers persist — rain or shine, wherever they are based — because they know the power and purpose behind every conversation.

Why Every Response Matters

Every survey response is a piece of the bigger picture — and every interviewer helps bring that picture into focus. The information collected directly informs public policy and resource allocation, influencing the services and support that people across the UK rely on.

While new sources of data — such as administrative records and digital information — allow us to analyse societal trends more quickly than ever before, they can’t capture the nuance of personal opinions and lived experiences. For that deeper understanding, we still need the human connection that our interviewers provide.

Looking Forward

As we implement our Improvement and Enhancement Plan, we remain committed to the core values that have always defined the ONS: accuracy, impartiality, and relevance. But we also recognise that behind every statistic is a story — and it starts with you.

To all our interviewers across the UK: thank you for your persistence, compassion, and professionalism. You are the human face of the ONS, and the data you help gather makes a real difference.

And to members of the public: if you’re ever approached to take part in one of our surveys, we encourage you to say yes. Your voice truly matters, and through our improved processes and dedicated interviewers, we promise to listen.