Viewing Participation in Censuses and Surveys through the Lens of Lifestyle Segments

Abstract

Abstract As the 2020 US Census approaches, the preparations include tests of new methodologies for enumeration that have the potential to reduce cost and improve quality. The 2015 Census Test in Savannah, GA, included tests of Internet and mail response modes and of online delivery of social marketing communications focused on persuading the public to respond by Internet and mail. Merging data from the 2015 Census Test with external third-party lifestyle segments and the Census Bureau’s new Low Response Score (LRS) produces a dataset suitable for studying relationships between census response, LRSs, and lifestyle segments. This paper uses the merged dataset to examine whether lifestyle segments can provide insight to hard-to-survey populations, their response behavior, and interactions with social marketing communications. The article also includes analyses with nationwide data that support the broader application of using segmentation variables in self-response propensity models and a discussion of potential applications of segment lifestyle information in tailored and targeted survey designs for hard-to-survey populations.