Research and analysis

Business data use and productivity study (wave 2): technical report

Published 31 October 2025

Introduction

This technical annex provides the technical details of the business data use and productivity survey (wave 2). It covers the quantitative survey (fieldwork carried out in winter 2024 and early 2025) and qualitative element (carried out in early 2025), and copies of the main survey instruments (in the appendices) to aid with interpretation of the findings.

The annex supplements the data tables from wave 2 of the business data use and productivity survey published by the Department for Science, Innovation and Technology (DSIT), covering the this year’s results for UK businesses.

The business data use and productivity survey is a telephone and online-based study that explores data use in individual UK businesses and at the economy-wide level, to better understand the data-related activities and attitudes towards data that promote higher productivity and growth. The study is based on a longitudinal survey that asks businesses about the amount of money and time they invest in data assets, in addition to their data-related skills and activities.

Enquiries: ukbusinessdatasurvey@dsit.gov.uk

1 About the survey

This report details the technical aspects of the second wave (2025) of the Department for Science, Innovation and Technology’s (DSIT) survey on how businesses use and benefit from data. This survey, named the data use and productivity longitudinal study, aims to track businesses over time. The first wave of this longitudinal survey was conducted in 2023.

The Department for Science, Innovation and Technology (DSIT) commissioned Ipsos UK to conduct quantitative research assessing the significance and value of data to industry and its impact on productivity. This report covers the second of three planned waves of the project, re-contacting respondents from the first wave, as well as sourcing new sample that could participate in future waves. The key aims of the study were:

• To provide insight into UK businesses’ collection, storage, and analysis of data
• To provide information on the types of data used by businesses and how that data is used
• To provide evidence on the use and engagement with data by UK businesses according to key variables that will help inform a better understanding of data and its relationship with productivity and growth across industrial sectors and the UK economy

This technical report focuses on the quantitative multi-mode survey conducted by Ipsos with a total of 3,797 business decision-makers taking part. The mixed-methods approach employed both Computer Assisted Telephone Interviews (CATI) and Computer Assisted Web Interviews (CAWI). The study employed a two-pronged sampling strategy consisting of re-contacting wave 1 respondents and sourcing new participants.

2 Sample design

2.1 Sampling overview

The sample population was across all UK businesses. The sample was provided by Datascope, one of Ipsos’ commercial database providers, who have access to the Market Location commercial database. The sample was also sent to a different database provider, Sample Solutions, to enrich any missing data from Datascope and to improve response rates. 

During wave 1, Ipsos implemented a disproportionately stratified sampling approach, whereby sample for the larger size bands and sectors of interest were boosted. Sectors K (finance and insurance), P (education), BDE (utilities), L (real estate), and lastly J (information and communication) were all boosted. These sectors were seen as most beneficial to the research with the highest share of businesses handling digitised and non-digitised personal data. 

The survey was conducted at the head office level, as this is where individuals best positioned to represent the company are typically based. In all instances just one person was interviewed over phone or contacted via email in each business. Individuals who had responsibility for ‘data related activities’ within their business were targeted, and responsibility in this area was confirmed as part of the recruitment screening.

In order to provide more granular analysis of the data, wave 2 set out to achieve 4,000 interviews pulling on the longitudinal sample as well as recruiting additional respondents from a fresh sample.  Based on the wave 1 response rate Ipsos proposed for 600 panel interviews and 3,400 interviews from the fresh sample following the same disproportionately stratified sampling approach (as per table 2.1 below). 

Table 2.1: Proposed sample sizes by panel and fresh sample

Wave	Panel	sample	Fresh	sample	Total	Percentage
Wave 2	600	15%	3,400	85%	4,000	100%

2.2 Wave 1 completes

The 2023 Wave 1 fieldwork achieved 1,962 completed interviews. The survey achieved a total response rate of 1.2%. The CATI method yielded a 1.8% response rate, while the online method achieved a 0.5% response rate. 

Number of wave 1 completes by number of employees

Almost half of the completed sample (47%) were micro businesses, whilst 26% were small business (10-19 employees 14% and 20-49 employees 12%) and 20% of sole traders. Medium businesses comprised 6% of the total achieved sample whilst only 2% of large businesses completed the wave 1 survey (250-499 employees 1% and more than 500 employees 1%) as per table 2.2.

Table 2.2: Number of wave 1 completes by number of employees

Number of employees	Count	Percentage
Sole trader	393	20%
Micro (1-9 employees)	914	47%
Small (10-19 employees)	270	14%
Small (20-49 employees)	228	12%
Medium (50-249 employees)	118	6%
Large (250-499 employees)	15	1%
Large (More than 500 employees)	24	1%
Total	1,962	100%

Number of wave 1 completes by SIC sector

A robust sample distribution was achieved across various sectors, with a slightly higher representation in the retail and wholesale sector (12%) and the professional, scientific and technical sector (13%) compared to other sectors.

Table 2.3: Number of wave 1 completes by SIC sector

SIC Sector	Count	Percentage	Population estimates
A: Agriculture, forestry or fishing	45	2%	3%
BDE: Mining, energy or water	52	3%	1%
C: Manufacturing	161	8%	4%
F: Construction	177	9%	17%
G: Retail or wholesale (including vehicles)	231	12%	10%
H: Transport or storage	80	4%	6%
I: Food or hospitality	85	4%	4%
J: Information or communication	126	6%	6%
K: Finance or insurance	110	6%	2%
L: Real estate	98	5%	2%
M: Professional, scientific or technical	263	13%	14%
N: Administration	142	7%	9%
P: Education	112	6%	6%
Q: Health, social care or social work	141	7%	6%
R: Arts or recreation	78	4%	5%
S: Service or membership organisations	61	3%	6%
Total	1,962	100%	100%

Please refer to table 2.8 and table 2.9 for a comprehensive breakdown of the achieved sample wave 1 sample.

2.3 Wave 1 recontacts

7 out of  10 (70%)  wave 1 respondents agreed to participate in the wave 2 follow up survey. 

Number of wave 1 recontacts by number of employees

Among the 1,372 participants who consented to be contacted for the wave 2 survey, the majority (60%) were small businesses (10-19 employees 14% and 20-49 employees 45%), followed by 19% of sole traders and 12% of micro businesses. A lower percentage of 7% of medium business agreed to recontact whilst only 2% of large business agreed (250-499 employees 1% and 250-499 employees 1%).

Table 2.4: Number of wave 1 recontacts by number of employees

Number of employees	Count	Percentage
Sole trader	264	19%
Micro (1-9 employees)	168	12%
Small (10-19 employees)	196	14%
Small (20-49 employees)	622	45%
Medium (50-249 employees)	93	7%
Large (250-499 employees)	20	1%
Large (More than 500 employees)	9	1%
Total	1,372	100%

^{[footnote 1]}

Number of wave 1 recontacts by number of employees

The distribution across sectors showed minor variations. Notably, the professional, scientific, or technical sector (13%), retail or wholesale sector (12%), and construction sector (10%) were more likely to consent to be recontacted. Conversely, sectors such as agriculture, forestry, or fishing, transport or storage, arts or recreation, and service or membership organisations saw only 3% consenting to recontact, with the utilities or production sector at just 2%.

Table 2.5: Number of wave 1 recontacts by SIC sector

SIC Sector	Count	Percentage
A: Agriculture, forestry or fishing	43	3%
BDE: Mining, energy or water	33	2%
C: Manufacturing	108	8%
F: Construction	137	10%
G: Retail or wholesale (including vehicles)	164	12%
H: Transport or storage	47	3%
I: Food or hospitality	65	5%
J: Information or communication	80	6%
K: Finance or insurance	72	5%
L: Real estate	79	6%
M: Professional, scientific or technical	172	13%
N: Administration	119	9%
P: Education	68	5%
Q: Health, social care or social work	99	7%
R: Arts or recreation	39	3%
S: Service or membership organisations	47	3%
Total	1,372	100%

^{[footnote 1]}

The two-year gap between waves presented potential challenges for longitudinal sample retention, given the likelihood of respondents experiencing job changes, retirement, or parental leave. Based on previous experience with similar studies, Ipsos assumed a 44% response rate for wave 1 recontacts. Please refer to table 2.10 and table 2.11 for a comprehensive breakdown of the wave 1 recontact sample.

2.4 Wave 2 quotas

Adopting a consistent sampling methodology for wave 2 ensured that similar quotas were established across the two waves while incorporating learnings from wave 1. Sole traders represented 24% of the total sample. Micro businesses accounted for the largest proportion of the sample (46%), followed by small businesses (16%), medium businesses (9%) and large businesses (5%) as per table 2.6 below.

Table 2.6: Wave 2 quotas set before fieldwork by number of employees

Number of employees	Count	Percentage
Sole trader	967	24%
Micro (1-9 employees)	1828	46%
Small (10-19 employees)	378	9%
Small (20-49 employees)	298	7%
Medium (50-249 employees)	356	9%
Large (250-499 employees)	67	2%
Large (More than 500 employees)	108	3%
Total	4,000	100%

^{[footnote 1] [footnote 2]}

The quotas established across various sectors were designed to ensure a diverse representation. There was a pronounced emphasis on the retail or wholesale sector, which comprised the largest portion at 13%. This was closely followed by the professional, scientific, or technical sector at 11%. Sectors such as construction, real estate, and administration each constituted 8% of the sample. Manufacturing, food or hospitality, and finance or insurance sectors each represented 6%. The utilities or production, information or communication, and health, social care, or social work sectors accounted for 5%. Meanwhile, transport or storage, education, and service or membership organisations each made up 4% of the sample, with agriculture, forestry or fishing, and arts or recreation sectors having the least representation at 3% as per table 2.6 below.

Table 2.7: Wave 2 quotas set before fieldwork by sector

SIC Sector	Count	Percentage	Population estimates
A: Agriculture, forestry or fishing	103	3%	3%
BDE: Mining, energy or water	199	5%	1%
C: Manufacturing	250	6%	4%
F: Construction	329	8%	16%
G: Retail or wholesale (including vehicles)	510	13%	10%
H: Transport or storage	164	4%	6%
I: Food or hospitality	252	6%	4%
J: Information or communication	220	5%	6%
K: Finance or insurance	251	6%	2%
L: Real estate	301	8%	3%
M: Professional, scientific or technical	460	11%	14%
N: Administration	331	8%	9%
P: Education	141	4%	5%
Q: Health, social care or social work	211	5%	6%
R: Arts or recreation	110	3%	5%
S: Service or membership organisations	170	4%	7%
Total	4,000	100%	100%

^{[footnote 2]}

For a detailed breakdown of the wave 2 quotas that were set before fieldwork, please refer to tables 2.12 and 2.13.

Table 2.8: Wave 1 completed interviews by size and sector (count)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	5	22	12	3	2	0	1	45
BDE: Mining, energy or water	7	18	15	8	3	0	1	52
C: Manufacturing	17	66	21	34	19	1	3	161
F: Construction	28	84	31	23	9	0	2	177
G: Retail or wholesale (incl. vehicles)	53	107	36	25	9	0	1	231
H: Transport or storage	10	43	8	8	11	0	0	80
I: Food or hospitality	4	35	16	20	6	2	2	85
J: Information or communication	39	64	13	6	3	1	0	126
K: Finance or insurance	23	65	7	7	6	1	1	110
L: Real estate	18	64	8	6	1	1	0	98
M: Professional, scientific or technical	89	121	29	20	3	0	1	263
N: Administration	35	70	19	9	6	1	2	142
P: Education	20	43	19	13	10	5	2	112
Q: Health, social care or social work	12	45	21	30	23	2	8	141
R: Arts or recreation	20	36	11	7	3	1	0	78
S: Service or membership organisations	13	31	4	9	4	0	0	61
Total by number of employees	393	914	270	228	118	15	24	1,962

Table 2.9: Wave 1 completed interviews by size and sector (percentage)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	1%	2%	4%	1%	2%	0%	4%	2%
BDE: Mining, energy or water	2%	2%	6%	3%	3%	0%	4%	3%
C: Manufacturing	4%	7%	8%	12%	16%	7%	13%	8 %
F: Construction	7%	9%	11%	8%	8%	0%	8%	9%
G: Retail or wholesale (incl. vehicles)	13%	12%	13%	9%	8%	0%	4%	12%
H: Transport or storage	3%	5%	3%	3%	9%	0%	0%	4%
I: Food or hospitality	1%	4%	6%	7%	5%	13%	8%	4%
J: Information or communication	10%	7%	5%	2%	3%	7%	0%	6%
K: Finance or insurance	6%	7%	3%	2%	5%	7%	4%	6%
L: Real estate	5%	7%	3%	2%	1%	7%	0%	5%
M: Professional, scientific or technical	23%	13%	11%	7%	3%	0%	4%	13%
N: Administration	9%	8%	7%	3%	5%	7%	8%	7%
P: Education	5%	5%	7%	5%	8%	33%	8%	6%
Q: Health, social care or social work	3%	5%	8%	10%	19%	13%	33%	7%
R: Arts or recreation	5%	4%	4%	2%	3%	7%	0%	4%
S: Service or membership organisations	3%	3%	1%	3%	3%	0%	0%	3%
Total by number of employees	100%	100%	100%	100%	100%	100%	100%	100%

Table 2.10: Wave 1 recontact sample by size and sector (count)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	7	24	7	3	2	0	0	43
BDE: Mining, energy or water	3	11	10	6	2	1	0	33
C: Manufacturing	10	39	13	25	17	3	1	108
F: Construction	24	59	27	19	6	2	0	137
G: Retail or wholesale (incl. vehicles)	34	73	30	19	7	1	0	164
H: Transport or storage	5	25	5	5	7	0	0	47
I: Food or hospitality	2	25	13	16	6	1	2	65
J: Information or communication	25	38	6	6	3	0	2	80
K: Finance or insurance	14	44	5	4	4	1	0	72
L: Real estate	15	49	6	4	4	1	0	79
M: Professional, scientific or technical	55	74	19	15	7	1	1	172
N: Administration	28	59	19	7	5	1	0	119
P: Education	14	26	11	9	6	2	0	68
Q: Health, social care or social work	10	34	12	23	13	6	1	99
R: Arts or recreation	10	16	9	1	2	0	1	39
S: Service or membership organisations	8	26	4	6	2	1	1	47
Total	264	168	196	622	93	20	9	1,372

Table 2.11: Wave 1 recontact sample by size and sector (percentage)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	3%	14%	4%	0%	2%	0%	0%	3%
BDE: Mining, energy or water	1%	7%	5%	1%	2%	5%	0%	2%
C: Manufacturing	4%	23%	7%	4%	18%	15%	11%	8%
F: Construction	9%	35%	14%	3%	6%	10%	0%	10%
G: Retail or wholesale (incl. vehicles)	13%	43%	15%	3%	8%	5%	0%	12%
H: Transport or storage	2%	15%	3%	1%	8%	0%	0%	3%
I: Food or hospitality	1%	15%	7%	3%	6%	5%	22%	5%
J: Information or communication	9%	23%	3%	1%	3%	0%	22%	6%
K: Finance or insurance	5%	26%	3%	1%	4%	5%	0%	5%
L: Real estate	6%	29%	3%	1%	4%	5%	0%	6%
M: Professional, scientific or technical	21%	44%	10%	2%	8%	5%	11%	13%
N: Administration	11%	35%	10%	1%	5%	5%	0%	9%
P: Education	5%	15%	6%	1%	6%	10%	0%	5%
Q: Health, social care or social work	4%	20%	6%	4%	14%	30%	11%	7%
R: Arts or recreation	4%	10%	5%	0%	2%	0%	11%	3%
S: Service or membership organisations	3%	15%	2%	1%	2%	5%	11%	3%
Total	100%	100%	100%	100%	100%	100%	100%	100%

Table 2.12: Wave 2 quotas set before fieldwork (count)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	21	66	6	4	4	1	1	103
BDE: Mining, energy or water	27	75	23	23	30	7	14	199
C: Manufacturing	38	84	28	31	49	9	11	250
F: Construction	106	174	21	13	12	1	2	329
G: Retail or wholesale (incl. vehicles)	64	284	59	42	42	7	12	510
H: Transport or storage	64	59	12	10	13	2	4	164
I: Food or hospitality	14	125	46	35	22	4	6	252
J: Information or communication	58	96	18	17	22	4	5	220
K: Finance or insurance	47	108	19	16	33	9	19	251
L: Real estate	60	182	29	11	11	3	5	301
M: Professional, scientific or technical	126	225	36	28	32	5	8	460
N: Administration	79	148	28	21	35	8	12	331
P: Education	83	31	9	7	8	1	2	141
Q: Health, social care or social work	61	51	27	30	33	4	5	211
R: Arts or recreation	55	31	7	6	7	2	2	110
S: Service or membership organisations	64	89	10	4	3	0	0	170
Total	967	1,828	378	298	356	67	108	4,000

Table 2.13: Wave 2 quotas set before fieldwork (percentage)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	2%	4%	2%	1%	1%	1%	1%	3%
BDE: Mining, energy or water	3%	4%	6%	8%	8%	10%	13%	5%
C: Manufacturing	4%	5%	7%	10%	14%	13%	10%	6%
F: Construction	11%	10%	6%	4%	3%	1%	2%	8%
G: Retail or wholesale (incl. vehicles)	7%	16%	16%	14%	12%	10%	11%	13%
H: Transport or storage	7%	3%	3%	3%	4%	3%	4%	4%
I: Food or hospitality	1%	7%	12%	12%	6%	6%	6%	6%
J: Information or communication	6%	5%	5%	6%	6%	6%	5%	5%
K: Finance or insurance	5%	6%	5%	5%	9%	13%	18%	6%
L: Real estate	6%	10%	8%	4%	3%	4%	5%	8%
M: Professional, scientific or technical	13%	12%	10%	9%	9%	7%	7%	11%
N: Administration	8%	8%	7%	7%	10%	12%	11%	8%
P: Education	9%	2%	2%	2%	2%	1%	2%	4%
Q: Health, social care or social work	6%	3%	7%	10%	9%	6%	5%	5%
R: Arts or recreation	6%	2%	2%	2%	2%	3%	2%	3%
S: Service or membership organisations	7%	5%	3%	1%	1%	0%	0%	4%
Total	100%	100%	100%	100%	100%	100%	100%	100%

3 Questionnaire design

3.1 Questionnaire development

The wave 1 questionnaire developed by DSIT in collaboration with Ipsos, NIESR and LUISS was used as the basis for the wave 2 data collection tool. Minor questionnaire changes were implemented based on wave 1 learnings and analysis of the data. In addition, a number of new questions were introduced.

3.2 Questionnaire content

Based on the longitudinal panel design the questionnaire content remained mainly the same, however small changes were implemented to:

Section	Wave 1	Wave 2	Changes
Screener	Yes	Yes	New questions added Questions deleted Slight wording changes
Data collection and use	Yes	Yes	New questions added Questions deleted Slight wording changes
Investment and costs	Yes	Yes	New questions added Questions deleted Slight wording changes
Labour inputs	Yes	Yes	New questions added Questions deleted Slight wording changes
Outcomes and the purpose of data use	Yes	Yes	New questions added Questions deleted Slight wording changes
Re-contacting and closing	Yes	Yes	Slight wording changes

3.3 Cognitive interviewing

The cognitive interviewing process primarily concentrated on evaluating the efficacy of new questions incorporated into the Wave 2 questionnaire. A series of 10 cognitive interviews were undertaken between the 29 and 31 October 2024. Please refer to table below for breakdown.

Table 3.1: Cognitive interviews (count)

Size	Sole trader	Micro 1-9	Small 10-19	Medium 20-49	Large 500 plus
G: Retail / Wholesale	0	1	0	0	0
I: Food / Hospitality	1	0	1	0	0
J: Information / Comms	0	0	0	1	0
L: Real Estate	0	1	0	0	1
M: Professional	1	0	0	0	0
P: Education	0	0	0	1	0
Q: Health	0	1	1	0	0
Total	2	3	2	2	1

As a result of the cognitive testing of the questionnaire, minor adjustments were made to the questionnaire including:

• Removing questions that were of a lower priority for DSIT
• Shortening the format of some of the questions
• Adding wording clarification to aid participant understanding

3.4 Pilot fieldwork

The pilot was used to ensure the questionnaire was working well and was of a manageable length for participants. It was conducted over telephone and operated in the same way we would operate CATI interviews in the mainstage to test the logistics of fieldwork. It was also sent to 2,000 online fresh sample leads. Any panel sample was excluded from the pilot.

The average interview length from the pilot was 25 minutes. This was a concern to the response rate and burden on panel respondents; therefore the questionnaire length was reduced by 3 minutes ahead of main fieldwork.

During the pilot phase, interviewers also provided feedback on the phrasing of some of the questions whereafter these questions were shortened, and the sentence structure improved.

3.5 Online break off points

In light of the low online response rate, the research team conducted a review of participants who clicked on the survey link but failed to complete the questionnaire. Among the individuals that did not complete the questionnaire, 450 individuals did not proceed beyond the introductory screen of the study. A large number of respondents discontinued participation during the screening section, totalling 2,406 individuals. Additionally, 127 respondents exited at section 1, which pertains to data collection and use (questions 1 to 4). Section 2, dealing with investments and costs (questions 5 to 8), saw 68 respondents drop off. Section 3, concerning labour inputs (questions 9 to 12), accounted for 67 drop-offs, and finally, 28 respondents discontinued at section 4 (questions 13 and 14). For a comprehensive breakdown of the drop-off rates per question, please consult appendix C.

4 Fieldwork and monitoring

All respondents were invited to participate in the online survey via an email invitation. Mainstage fieldwork employing both online and CATI methodologies, was conducted between 3 December 2024 and 28 February 2025.

Fresh sample leads were procured from Datascope. Initially, a sample file containing 57,631 leads (batch 1) was acquired at the commencement of fieldwork. The file contained a named contact list including contact numbers and email address. The achieved sample quotas were continuously monitored. Upon depletion of the initial sample file, a second sample file consisting of 36,686 leads (batch 2) was acquired, specifically tailored to business size and sector, in order to meet the predetermined quotas. Due to the low online response rate, an email invitation followed by a reminder was shared to bolster the online response rate before the sample was made available to the CATI team. In total 94,318 leads were included in the sample. Tables 4.1 and 4.2 below provides a detailed overview of the number of leads by business size and sector.

Table 4.1: Fresh sample leads by number of employees

Number of employees	Batch 1	Batch 2	Total leads
Sole trader	11,629	2,674	14,303
Micro (1-9 employees)	23,394	11,002	34,396
Small (10-19 employees)	4,457	3,160	7,617
Small (20-49 employees)	4,931	2,688	7,619
Medium (50-249 employees)	9,007	575	9,582
Large (250-499 employees)	1,870	16,415	18,285
Large (More than 500 employees)	2,343	173	2,516
Total	57,631	36,686	94,318

^{[footnote 3] [footnote 4]}

Table 4.2: Fresh sample leads by sector

SIC Sector	Batch 1	Batch 2	Total leads
A: Agriculture, forestry or fishing	1,255	478	1,733
BDE: Mining, energy or water	3,521	891	4,412
C: Manufacturing	2,911	3,120	6,031
F: Construction	5,626	3,107	8,733
G: Retail or wholesale	6,885	5,340	12,225
H: Transport or storage	2,797	1,193	3,990
I: Food or hospitality	4,749	3,230	7,979
J: Information or communication	2,983	1,342	4,325
K: Finance or insurance	5,277	1,157	6,434
L: Real estate	4,826	1,954	6,780
M: Professional, scientific or technical	4,842	3,552	8,394
N: Administration	5,002	2,844	7,846
P: Education	999	3,647	4,646
Q: Health, social care or social work	2,479	2,833	5,312
R: Arts or recreation	1,162	1,067	2,229
S: Service or membership organisations	2,317	931	3,248
Total	57,631	36,686	94,318

^{[footnote 3] [footnote 4]}

Please refer to tables 4.4 to 4.9 for a comprehensive breakdown by business size and industry.

Good research practice required cross-referencing the acquired sample against the Ipsos ‘Do Not Contact’ list. This list comprises businesses that have requested not to be approached for research purposes. Contact details with missing information were also removed. Consequently, a total of 946 leads were removed from the sample files prior to the commencement of fieldwork.

4.2 Panel survey leads

A similar fieldwork strategy was implemented with the panel survey respondents whereby an invitation email was sent before CATI fieldwork commenced, followed by 3 reminder emails. Section 2.3 offers a comprehensive overview of the panel survey leads. During the fieldwork phase, 60 panel members were found to have outdated contact details. The research team managed to source updated contact information for half (34) of the identified panel members.

4.3 Fieldwork monitoring

The list provided was of good quality, with 76% useable and only 11% unusable. The full response rate breakdown for CATI interviews is shown below, including both the panel and the fresh sample leads.

Table 4.3: Unadjusted CATI response rate

Outcome	Wave 1 leads	Percentage	Wave 2 leads	Percentage
Live	37,153	43%	71,944	76%
Refused	9,207	11%	8,254	9%
Unusable	20,746	24%	10,647	11%
Over-quota	18,279	21%	307	0%
Complete	1,602	2%	3,592	4%
Total	86,987	100%	94,744	100%

^{[footnote 5]}

4.4 Respondent communication

Prior to the commencement of fieldwork, an online invitation was sent to businesses, encouraging them to complete the survey online. Businesses were informed that an Ipsos representative would reach out to arrange a telephone interview at their earliest convenience if they did not complete the online survey. Once an interviewer established contact with a participant an information sheet was shared with the participant and the participants were requested to complete the sheet prior to the interview. A copy of the company information sheet can be found in the appendix C.

A total of 3 reminder emails were sent encouraging businesses to complete the survey throughout the survey period.

During the fieldwork period a total of 3 reminders where shared with respondents that had not completed the survey. Please refer to appendix D to review the invitation e-mail, reminder 1, reminder 2 and reminder 3.

Table 4.4: Fresh sample leads batch 1 (count)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	261	836	43	25	44	30	16	1,255
BDE: Mining, energy or water	338	946	484	928	665	78	82	3,521
C: Manufacturing	341	750	216	241	889	213	261	2,911
F: Construction	1,907	3,147	167	102	210	37	56	5,626
G: Retail or wholesale (incl. vehicles)	762	3,377	686	483	1014	207	356	6,885
H: Transport or storage	1,054	969	122	114	255	106	177	2,797
I: Food or hospitality	309	2,694	613	464	468	78	123	4,749
J: Information or communication	498	827	203	193	916	162	184	2,983
K: Finance or insurance	490	1,128	291	1,159	1,571	316	322	5,277
L: Real estate	814	2,484	669	427	316	62	54	4,826
M: Professional, scientific or technical	1,116	1,995	291	229	820	157	234	4,842
N: Administration	1,013	1,901	302	232	951	298	305	5,002
P: Education	631	232	32	22	45	17	20	999
Q: Health, social care or social work	640	538	211	232	655	85	118	2,479
R: Arts or recreation	553	315	52	47	137	24	34	1,162
S: Service or membership organisations	902	1,255	75	33	51	0	1	2,317
Total	11,629	23,394	4,457	4,931	9,007	1,870	2,343	57,631

Table 4.5: Fresh sample leads batch 1 (percentage)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	2%	4%	1%	1%	0%	2%	1%	2%
BDE: Mining, energy or water	3%	4%	11%	19%	7%	4%	3%	6%
C: Manufacturing	3%	3%	5%	5%	10%	11%	11%	5%
F: Construction	16%	13%	4%	2%	2%	2%	2%	10%
G: Retail or wholesale (incl. vehicles)	7%	14%	15%	10%	11%	11%	15%	12%
H: Transport or storage	9%	4%	3%	2%	3%	6%	8%	5%
I: Food or hospitality	3%	12%	14%	9%	5%	4%	5%	8%
J: Information or communication	4%	4%	5%	4%	10%	9%	8%	5%
K: Finance or insurance	4%	5%	7%	24%	17%	17%	14%	9%
L: Real estate	7%	11%	15%	9%	4%	3%	2%	8%
M: Professional, scientific or technical	1%	9%	7%	5%	9%	8%	10%	8%
N: Administration	9%	8%	7%	5%	11%	16%	13%	9%
P: Education	5%	1%	1%	0%	0%	1%	1%	2%
Q: Health, social care or social work	6%	2%	5%	5%	7%	5%	5%	4%
R: Arts or recreation	5%	1%	1%	1%	2%	1%	1%	2%
S: Service or membership organisations	8%	5%	2%	1%	1%	0%	0%	4%
Total	100%	100%	100%	100%	100%	100%	100%	100%

Table 4.6: Fresh sample leads batch 2 (count)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	65	0	412	1	0	0	0	478
BDE: Mining, energy or water	82	221	470	88	0	30	0	891
C: Manufacturing	86	163	373	241	191	2062	4	3,120
F: Construction	468	127	1560	102	37	812	1	3,107
G: Retail or wholesale (incl. vehicles)	189	512	1672	480	141	2338	8	5,340
H: Transport or storage	256	92	0	101	16	728	0	1193
I: Food or hospitality	1	457	1336	459	21	953	3	3,230
J: Information or communication	0	152	411	191	2	586	0	1,342
K: Finance or insurance	123	218	562	237	0	17	0	1,157
L: Real estate	200	499	1232	0	0	23	0	1,954
M: Professional, scientific or technical	278	215	987	229	46	1795	2	3,552
N: Administration	254	226	941	229	3	1190	1	2,844
P: Education	156	24	0	22	45	3280	120	3,647
Q: Health, social care or social work	160	158	268	229	0	2018	0	2,833
R: Arts or recreation	135	39	157	47	73	582	34	1,067
S: Service or membership organisations	221	56	621	32	0	1	0	931
Total	2,674	3,160	11,002	2,688	575	16,415	173	36,686

Table 4.7: Fresh sample leads batch 2 (percentage)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	2%	0%	4%	0%	0%	0%	0%	1%
BDE: Mining, energy or water	3%	7%	4%	3%	0%	0%	0%	2%
C: Manufacturing	3%	5%	3%	9%	33%	13%	2%	9%
F: Construction	18%	4%	14%	4%	6%	5%	1%	8%
G: Retail or wholesale (incl. vehicles)	7%	16%	15%	18%	25%	14%	5%	15%
H: Transport or storage	10%	3%	0%	4%	3%	4%	0%	3%
I: Food or hospitality	0%	14%	12%	17%	4%	6%	2%	9%
J: Information or communication	0%	5%	4%	7%	0%	4%	0%	4%
K: Finance or insurance	5%	7%	5%	9%	0%	0%	0%	3%
L: Real estate	7%	16%	11%	0%	0%	0%	0%	5%
M: Professional, scientific or technical	10%	7%	9%	9%	8%	11%	1%	10%
N: Administration	9%	7%	9%	9%	1%	7%	1%	8%
P: Education	6%	1%	0%	1%	8%	20%	69%	10%
Q: Health, social care or social work	6%	5%	2%	9%	0%	12%	0%	8%
R: Arts or recreation	5%	1%	1%	2%	13%	4%	20%	3%
S: Service or membership organisations	8%	2%	6%	1%	0%	0%	0%	3%
Total	100%	100%	100%	100%	100%	100%	100%	100%

Table 4.8: Fresh sample leads - Total (count)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	326	836	455	26	44	30	16	1,733
BDE: Mining, energy or water	420	1,167	954	1,016	665	108	82	4,412
C: Manufacturing	427	913	589	482	1,080	2,275	265	6,031
F: Construction	2,375	3,274	1,727	204	247	849	57	8,733
G: Retail or wholesale (incl. vehicles)	951	3,889	2,358	963	1,155	2,545	364	12,225
H: Transport or storage	1,310	1,061	122	215	271	834	177	3,990
I: Food or hospitality	310	3,151	1,949	923	489	1,031	126	7,979
J: Information or communication	498	979	614	384	918	748	184	4,325
K: Finance or insurance	613	1,346	853	1,396	1,571	333	322	6,434
L: Real estate	1,014	2,983	1,901	427	316	85	54	6,780
M: Professional, scientific or technical	1,394	2,210	1,278	458	866	1,952	236	8,394
N: Administration	1,267	2,127	1,243	461	954	1,488	306	7,846
P: Education	787	256	32	44	90	3,297	140	4,646
Q: Health, social care or social work	8,00	696	479	461	655	2,103	118	5,312
R: Arts or recreation	688	354	209	94	210	606	68	2,229
S: Service or membership organisations	1,123	1,311	696	65	51	1	1	3,248
Total	14,303	26,554	15,459	7,619	9,582	18,285	5,017	94,318

Table 4.9: Fresh sample leads - Total (percentage)

SIC Sector	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total by SIC
A: Agriculture, forestry or fishing	2%	3%	3%	0%	0%	0%	0%	2%
BDE: Mining, energy or water	3%	4%	6%	13%	7%	1%	2%	5%
C: Manufacturing	3%	3%	4%	6%	11%	12%	5%	6%
F: Construction	17%	12%	11%	3%	3%	5%	1%	9%
G: Retail or wholesale (incl. vehicles)	7%	15%	15%	13%	12%	14%	7%	13%
H: Transport or storage	9%	4%	1%	3%	3%	5%	4%	4%
I: Food or hospitality	2%	12%	13%	12%	5%	6%	3%	8%
J: Information or communication	3%	4%	4%	5%	10%	4%	4%	5%
K: Finance or insurance	4%	5%	6%	18%	16%	2%	6%	7%
L: Real estate	7%	11%	12%	6%	3%	0%	1%	7%
M: Professional, scientific or technical	10%	8%	8%	6%	9%	11%	5%	9%
N: Administration	9%	8%	8%	6%	10%	8%	6%	8%
P: Education	6%	1%	0%	1%	1%	18%	3%	5%
Q: Health, social care or social work	6%	3%	3%	6%	7%	12%	2%	6%
R: Arts or recreation	5%	1%	1%	1%	2%	3%	1%	2%
S: Service or membership organisations	8%	5%	5%	1%	1%	0%	0%	3%
Total	100%	100%	100%	100%	100%	100%	100%	100%

5 Response rates and sample outcomes

A total of 3,292 interviews, representing 82% of the target, were completed. The lower than expected response rate were primarily due to the low online response rate, which resulted in only 206 completions, fulfilling 52% of the online quota and 5% of the overall target. Following discussions with DSIT, it was decided to extend CATI fieldwork until 05 March 2025. By the conclusion of this period, the total sample reached 3,797 completions, equating to 95% of the overall target. The total response rate was 4%, with CATI and online response rates at 4% and 0.2% respectively.  Compared to the wave 1 total response rate of 1.2% with the CATI response rate at 1.8% and the online response rate at 0.5%.

5.1 Panel response rates

76% of the quota was achieved for the panel, which translates to 33% of the total panel sample. Most of the completes came from micro businesses (35%), followed by sole traders (17%) and small businesses (11%). Tables 5.1 and 5.2 provide a breakdown of the number of completes per size and sector.

Table 5.1: Panel response rates by size

Number of employees	Achieved	Percentage of panel quota (600)	Percentage of total quota (4,002)
Sole trader	102	17%	3%
Micro (1-9 employees)	210	35%	5%
Small (10-19 employees)	63	11%	2%
Small (20-49 employees)	51	9%	1%
Medium (50-249 employees)	24	4%	1%
Large (250-499 employees)	1	0%	0%
Large (500 plus employees)	3	1%	0%
Total	454	76%	11%

Overall, a broad range of businesses completed the survey. A somewhat higher incidence of participation was observed among businesses in the retail or wholesale sector (11%) and the professional, scientific, or technical sector (10%).

Table 5.2: Panel response rates by sector

Sector	Achieved	Percentage of panel quota (600)	Percentage of total quota (4,002)
A: Agriculture, forestry or fishing	10	2%	0%
BDE: Mining, energy or water	10	2%	0%
C: Manufacturing	30	5%	1%
F: Construction	53	9%	1%
G: Retail or wholesale (incl. vehicles)	66	11%	2%
H: Transport or storage	17	3%	0%
I: Food or hospitality	26	4%	1%
J: Information or communication	29	5%	1%
K: Finance or insurance	18	3%	0%
L: Real estate	35	6%	1%
M: Professional, scientific or technical	58	10%	1%
N: Administration	21	4%	1%
P: Education	20	3%	0%
Q: Health, social care or social work	34	6%	1%
R: Arts or recreation	10	2%	0%
S: Service or membership organisations	17	3%	0%
Total	454	76%	11%

5.2 Fresh sample response rates

98% of the fresh sample quota was achieved. Micro businesses accounted for almost half of the sample (49%), whilst 20% of the achieved sample were sole traders. There was also a good representation of small (18%) and medium (10%) businesses. The response rate for completes across the various industry sizes remained mostly the same compared to wave 1, with lower representation from large businesses.

Table 5.3: Fresh sample response rates by size

Number of employees	Achieved	Percentage of panel quota (3,400)	Percentage of total quota (4,002)
Sole trader	685	20%	17%
Micro (1-9 employees)	1,654	49%	41%
Small (10-19 employees)	331	10%	8%
Small (20-49 employees)	263	8%	7%
Medium (50-249 employees)	333	10%	8%
Large (250-499 employees)	42	1%	1%
Large (500 plus employees)	35	1%	1%
Total	3,343	98%	84%

As with the panel response rate, there was a good spread across the various business sectors, with slightly more completes from the professional, scientific or technical sector (13%) and the retail and wholesale sector (11%).

Table 5.4: Fresh sample response rates by sector

Sector	Achieved	Percentage of panel quota (3,400)	Percentage of total quota (4,002)
A: Agriculture, forestry or fishing	95	3%	2%
BDE: Mining, energy or water	155	5%	4%
C: Manufacturing	190	6%	5%
F: Construction	276	8%	7%
G: Retail or wholesale (incl. vehicles)	390	11%	10%
H: Transport or storage	122	4%	3%
I: Food or hospitality	207	6%	5%
J: Information or communication	192	6%	5%
K: Finance or insurance	193	6%	5%
L: Real estate	249	7%	6%
M: Professional, scientific or technical	448	13%	11%
N: Administration	265	8%	7%
P: Education	124	4%	3%
Q: Health, social care or social work	189	6%	5%
R: Arts or recreation	96	3%	2%
S: Service or membership organisations	152	4%	4%
Total	3,343	98%	84%

5.3 Combined response rate

Overall, 95% of the quota was achieved, with slight over representation from micro businesses (102%) and small business with 10 to 19 employees (104%), as well as small businesses with 20 to 49 employees (105%).

Table 5.5: Wave 2 combined response rates by size

Wave 2	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus	Total
Target	967	1,828	378	298	356	67	108	4,002
Wave 2	787	1,864	394	314	357	43	38	3,797
Percentage of target	81%	102%	104%	105%	100%	64%	35%	95%

A good representation of completes by sector was achieved, with slightly fewer interviews from utilities and production (66%) compared to the set out quota.

Table 5.6: Wave 2 combined response rates by sector

Sector	Target	Achieved	Percentage of target
A: Agriculture, forestry or fishing	103	95	92%
BDE: Mining, energy or water	199	132	66%
C: Manufacturing	250	277	111%
F: Construction	329	328	100%
G: Retail or wholesale (incl. vehicles)	510	478	94%
H: Transport or storage	164	139	85%
I: Food or hospitality	252	217	86%
J: Information or communication	220	217	99%
K: Finance or insurance	251	204	81%
L: Real estate	301	272	90%
M: Professional, scientific or technical	460	511	111%
N: Administration	331	227	69%
P: Education	141	149	106%
Q: Health, social care or social work	211	236	112%
R: Arts or recreation	110	131	119%
S: Service or membership organisations	170	184	108%
Total	4,000	3,797	95%

5.4 1. Comparative analysis of wave 1 and wave 2 response rates

The overall response rate for wave 2 was slightly lower at 95% in contrast to the 98% response rate recorded for wave 1. The CATI response rate stood at 103% for both waves, attributed to efforts to meet the initial quota set at the commencement of fieldwork amidst a lower than expected online response rate. The online response rate for wave 2 was 41% compared to the 80% in wave 1. The lower than anticipated online response rates amongst businesses are also being observed across other Ipsos surveys.

Table 5.7: Comparative  analysis of method of completion

Method	Wave 1 target	Wave 1 achieved	Wave 1 percentage	Wave 2 target	Wave 2 achieved	Wave 2 percentage
Online	450	359	80%	500	206	41%
CATI	1,550	1,603	103%	3,500	3,591	103%
Total	2,000	1,962	98%	4,000	3,797	95%

There was a slight increase in participation from micro and medium-sized businesses, with a stable representation from large businesses. However, small businesses within the 10-19 and 20-49 employee ranges have slightly decreased.

Table 5.8: Comparative analysis by size

Wave	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus
Wave 1 count	393	914	270	228	118	15	24
Wave 1 percentage	20%	47%	14%	12%	6%	1%	1%
Wave 2 count	787	1864	394	314	357	43	38
Wave 2 percentage	21%	49%	10%	8%	9%	1%	1%
Difference	+1 pp	+2 pp	-4 pp	-4 pp	+3 pp	0 pp	0 pp

Only minor differences were observed amongst business sectors between the wave 1 and wave 2 response rates.

Table 5.9: Comparative analysis by sector (counts and percentages)

Sector	Wave 1	Wave 2	Percentage difference
A: Agriculture, forestry or fishing	45	95	50
%	2%	3%	+1 pp
BDE: Mining, energy or water	52	132	80
%	3%	3%	0 pp
C: Manufacturing	161	277	116
%	8%	7%	-1 pp
F: Construction	177	328	151
%	9%	9%	0 pp
G: Retail or wholesale (incl. vehicles)	231	478	247
%	12%	13%	+1 pp
H: Transport or storage	80	139	59
%	4%	4%	0 pp
I: Food or hospitality	85	217	132
%	4%	6%	+2 pp
J: Information or communication	126	217	91
%	6%	6%	0 pp
K: Finance or insurance	110	204	94
%	6%	5%	-1 pp
L: Real estate	98	272	174
%	5%	7%	+2 pp
M: Professional, scientific or technical	263	511	248
%	13%	13%	0 pp
N: Administration	142	227	85
%	7%	6%	-1 pp
P: Education	112	149	37
%	6%	4%	-2 pp
Q: Health, social care or social work	141	236	95
%	7%	6%	-1 pp
R: Arts or recreation	78	131	53
%	4%	3%	-1 pp
S: Service or membership organisations	61	184	123
%	3%	5%	+2 pp
Total	1962	3,797	1835
% of total target	98%	95%	-3 pp

5.5 Consent to be contacted in future waves

Overall, 69% (2,638) of businesses agreed to be recontacted for the third wave of the survey, scheduled to take place in 2027. Consent to participate was higher amongst respondents that completed the survey via CATI 2,549 (71%) compared to those that completed the survey online 89 (43%). Panel members (76%) were more likely to consent to be  recontacted compared to businesses from the fresh sample (60%). Consent rates to be recontacted were lowest amongst sole traders (65%) and micro businesses (69%). It was interesting to note that 86% of large businesses with 250 to 499  employees were willing to be recontacted.

Table 5.10: Consent by size

Number of employees	Panel sample	Fresh sample	Combined
Sole trader	71 (70%)	444 (56%)	515 (65%)
Micro (1-9 employees)	158 (75)	1,131 (61%)	1,289 (69%)
Small (10-19 employees)	55 (87%)	241 (61%)	296 (75%)
Small (20-49 employees)	41 (80%)	182 (58%)	223 (71%)
Medium (50-249 employees)	20 (83%)	231 (65%)	251 (70%)
Large (250-499 employees)	1 (100%)	36 (84%)	37 (86%)
Large (500 plus employees)	0 (0%)	27 (71%)	27 (71%)
Total	346 (76%)	2,292 (60%)	2,638 (69%)

^{[footnote 6]}

More variation can be observed amongst consent rates by sector with fewer consents coming from the manufacturing sector (55%), arts and recreation sector (58%) and the education sector (59%).

Table 5.11: Consent by sector (counts and percentages)

Sector	Panel sample	Fresh sample	Combined sample
A: Agriculture, forestry or fishing	6	68	74
%	60%	72%	78%
BDE: Mining, energy or water	8	108	116
%	80%	70%	88%
C: Manufacturing	27	126	153
%	90%	66%	55%
F: Construction	39	188	227
%	74%	68%	69%
G: Retail or wholesale (incl. vehicles)	48	272	320
%	73%	70%	67%
H: Transport or storage	13	75	88
%	76%	61%	63%
I: Food or hospitality	22	140	162
%	85%	68%	75%
J: Information or communication	21	137	158
%	72%	71%	73%
K: Finance or insurance	14	141	155
%	78%	73%	76%
L: Real estate	21	169	190
%	60%	68%	70%
M: Professional, scientific or technical	49	329	378
%	84%	73%	74%
N: Administration	15	174	189
%	71%	66%	83%
P: Education	15	73	88
%	75%	59%	59%
Q: Health, social care or social work	26	133	159
%	76%	70%	67%
R: Arts or recreation	8	68	76
%	80%	71%	58%
S: Service or membership organisations	14	91	105
%	82%	60%	57%
Total	346	2,292	2,638
% of total target	76%	69%	69%

^{[footnote 7]}

6 Data processing, weighting and confidence intervals

6.1 Data processing

The data was produced by the Ipsos data management department in Excel and SPSS format. During the data processing phase, rigorous data checks were conducted ensuring the accuracy, reliability and integrity of the data. These checks included validating the accuracy of data entries, data routing checks, identifying and handling missing data, and checking for any inconsistencies or anomalies. Data breakoffs were reviewed to identify any patterns of participants discontinuing the survey at specific questions. Data validation rules were applied to ensure that the data aligns with predefined formats and logical consistency. A full list of the breakoff points are available in the appendix of the report.

6.2 Coding

Coding was completed by Ipsos for ‘other specify’ options. The answers would be back coded into the existing code frame if possible, or a new code would be created. A codeframe was created for each question with an ‘other specify’ response. Coding is the process of analysing the content of each response based on a system where unique summary ‘codes’ are applied to specific words or phrases contained in the text of the response. The application of these summary codes and sub-codes to the content of the responses allows systematic analysis of the data.

Ipsos used a web-based system called Ascribe to manage the coding of all the text in the responses. Ascribe is a system which has been used on numerous large-scale consultation projects. Responses were uploaded into the Ascribe system, where members of the Ipsos coding team worked through them systematically, either back-coding responses to existing codes in the question or applying new codes. After this, the coded data was appended to the datasets. The final dataset includes a set of variables of the coded data and then a merged variables combining the original and coded variables.

6.3 Standard industrial classification (SIC)

Participants were asked to verify the sample SIC codes. The number of SIC code changes during self-reporting were consistent with the number of changes observed during wave 1. Notable variations between the sample provided and self-reported SIC codes were observed for the administration sector (+59), manufacturing (-57), mining, energy or water (+33), arts or recreation (-25) and retail or wholesale (-22). The only sector where no changes were made during self-reporting was transport or storage. The table below provides an overview of the number of changes by sector.

Table 6.1: Sample sector versus self-reporting sector classification (counts)

Sector	Sample sector	Self-reported	Difference
A: Agriculture, forestry or fishing	105	95	+10
BDE: Mining, energy or water	165	132	+33
C: Manufacturing	220	277	-57
F: Construction	329	328	+1
G: Retail or wholesale (incl. vehicles)	456	478	-22
H: Transport or storage	139	139	0
I: Food or hospitality	223	217	+6
J: Information or communication	221	217	+4
K: Finance or insurance	211	204	+7
L: Real estate	284	272	+12
M: Professional, scientific or technical	505	511	-6
N: Administration	286	227	+59
P: Education	144	149	-5
Q: Health, social care or social work	223	236	-13
R: Arts or recreation	106	131	-25
S: Service or membership organisations	169	184	-15
Total	3,797	3,797	275

6.4 Data weighting

To ensure the representativeness of the data and mitigate potential biases arising from sampling and non-response, a Random Iterative Method (RIM) weighting procedure was employed. This methodology was selected for its suitability in addressing two key considerations:

• Non-response bias: RIM weighting helps adjust for potential biases introduced by differing response rates across various sub-groups within the sample.
• Disproportionate sampling: The sampling design intentionally oversampled specific business sizes and sectors to achieve the study’s objectives. RIM weighting corrects for this overrepresentation, aligning the sample distribution with the actual distribution of the UK business population.

RIM weighting is a widely accepted practice in business surveys and proves particularly effective when weighting variables demonstrate minimal correlation. In this specific instance, the correlation between size and sector – the two primary weighting variables – was found to be insignificant, validating the suitability of the RIM approach.

While regional variations might influence certain business characteristics, it was not deemed a significant determinant of data-related attitudes and behaviours, the focal point of this study. Consequently, regional weighting was not implemented.

Furthermore, the weighted data exhibited a close alignment with the regional profile of the UK business population, as per the 2024 Business Population Estimates published by the Department for Trade.

Table 6.2 below provides a breakdown of the weighted and unweighted data by size of business.

Table 6.2: Unweighted and weighted profiles of interviews by size of business

Profile	Sole trader	Micro 1-9	Small 10-19	Small 20-49	Medium 50-249	Large 250-499	Large 500 plus
Weighted count	2,807	804	99	53	27	4	4
Percentage	74%	16%	8%	1%	1%	0.1%	0.1%
Unweighted count	787	1,864	394	314	357	43	38
Percentage	21%	49%	10%	8%	9%	1%	1%

Table 6.3 below provides a breakdown of the weighted and unweighted data by sector.

Table 6.3: Unweighted and weighted profiles of interviews by sector (counts and percentages)

Sector	Weighted	Unweighted
A: Agriculture, forestry or fishing	108	95
%	3%	3%
BDE: Mining, energy or water	28	132
%	1%	3%
C: Manufacturing	184	277
%	5%	7%
F: Construction	617	328
%	16%	9%
G: Retail or wholesale (incl. vehicles)	413	478
%	11%	13%
H: Transport or storage	223	139
%	6%	4%
I: Food or hospitality	152	217
%	4%	6%
J: Information or communication	249	217
%	7%	6%
K: Finance or insurance	73	204
%	2%	5%
L: Real estate	113	272
%	3%	7%
M: Professional, scientific or technical	555	511
%	15%	13%
N: Administration	359	227
%	10%	6%
P: Education	211	149
%	5%	4%
Q: Health, social care or social work	260	236
%	7%	6%
R: Arts or recreation	210	131
%	5%	3%
S: Service or membership organisations	42	184
%	1%	5%
Total	3,797	3,797
%	100%	100%

6.5 Data representativeness and confidence intervals

Given that the study employed a sample of the UK business population, it is important to acknowledge the potential for variation between the observed results and the true population values. Statistical inference techniques, however, allow us to estimate this variation and establish confidence intervals around our findings. Specifically, the margin of error surrounding any given result is determined by the sample size and the observed response distribution. A 95% confidence level was adopted throughout the analysis. This signifies that there is a 95% probability that the true population value falls within the calculated confidence interval for each result. In simpler terms, if the study were to be replicated numerous times with different samples, we would expect the results to fall within the reported confidence intervals in 95 out of 100 instances.

Table 6.4: Sample size by size and 95% confidence intervals

	Sole trader	Micro 1-9	Small 10-49	Medium 50-249	Large 250 plus
Unweighted base	787	1,864	709	357	81
Weighted base	2807	804	152	27	8
Effective base	442	1,021	395	203	44
95% confidence interval – 10%	2.8	1.8	3.1	4.1	3.0
95% confidence interval – 30%	4.3	2.8	4.8	6.3	13.7
95% confidence interval – 50%	4.7	3.1	5.2	6.9	14.9

Table 6.5: Sample size by sector and 95% confidence intervals

SIC Sector	Un-weighted base	Weighted base	Effective base	Confidence interval 10%	Confidence interval 30%	Confidence interval 50%
Count	3,797	3,797	778	2.5	3.9	4.2
A: Agriculture, forestry or fishing	95	108	23	12.5	19.1	20.9
BDE: Mining, energy or water	132	28	28	11.3	17.2	18.8
C: Manufacturing	277	184	37	9.8	14.9	16.3
F: Construction	328	617	87	6.3	9.6	10.4
G: Retail or wholesale	478	413	104	5.7	8.7	9.5
H: Transport or storage	139	223	35	10.0	15.3	16.7
I: Food or hospitality	217	152	46	8.7	13.3	14.5
J: Information / communication	217	249	67	7.2	11.0	12.0
K: Finance or insurance	204	73	66	7.3	11.1	12.2
L: Real estate	272	113	81	6.6	10.0	11.0
M: Professional, scientific or technical	511	555	163	4.6	7.1	7.7
N: Administration	227	359	61	7.6	11.6	12.7
P: Education	149	211	51	8.3	12.7	13.9
Q: Health, social care or social work	236	260	33	10.4	15.9	17.3
R: Arts or recreation	131	210	42	9.2	14.0	15.3
S: Service or membership organisations	184	42	86	6.4	9.7	10.6

7 Appendix A: Cognitive interview guide

DUPS Wave 2 Cognitive Interviewing Guide

Please note, we would like to understand how easy it is for respondents to answer. In particular, we are interested in the following for each question:

• Are respondents saying “Don’t know” or “Prefer not to say” for any of the questions
• Are respondents able to understand any technical terminology in the questions
• What meaning are respondents attributing to certain terms

Please remember the following:

• This is a qualitative exercise. We are not trying to get answers from them but assessing their understanding of the questions
• Reassure participant that all they say is confidential and we cannot pass back any information to DSIT or any third party. We adhere to the MRS Code of Conduct, which means we are bound by a strict code of ethics and participant confidentiality
• Encourage participants to think aloud throughout the interview, with positive reaffirmations. Reassure them that there are not right, or wrong answers and they are not doing a survey
• Don’t redesign questions in the interview. We are trying to gather feedback on their views on the current questions
• Ask for consent to take part and digitally record interview

The probes for each question have been highlighted with the label “PROMPT:”. Please use these after reading through the questions.

Overall, we are intending to interview 10 participants as part of this cognitive interviewing. They will last between 45 mins – 1 hour. Please note our fieldwork recruiter will handle incentives, so there will be no need to collect this information at the end of the interview.

Introduction for respondents

Introduce self and confirm that you’re interviewing on behalf of Ipsos. Read any of the below introduction if needed.

“The Department of Science, Innovation and Technology (or DSIT) has asked Ipsos UK to conduct a study regarding the role of data within UK businesses. In particular, we would be keen to find out more about the importance of data to your business and how it is used. For example, this could be about how data informs decisions you make, or how it affects the products and services you provide. We are trying to speak to a wide range of organisations, so even if your business doesn’t use a huge amount of data, it would still be helpful to have your input. The research focuses on gaining a better understanding of the contribution that data makes to a business’s productivity.

The study will eventually involve a survey of businesses in the UK, however, at the moment we are currently inviting individuals from a select number of organisations to help us test the survey questions to make sure they are relevant to businesses like yours.

Thank you for agreeing to help out with an important government survey about data usage.”

Confirm the interview structure and outline:

• We will ask you for your thoughts on survey questions to ensure that they are relevant to people like you
• Format of interview – I will ask you a question, and then encourage you to “think aloud” for the response that you would give and ask you to give the response– I may then follow up on this
• Reassure – no right or wrong answers
• Aim is to know the detail of thought processes - so during silence will encourage you to think aloud

Confirm that the interview should take approx. 45 mins – 1 hour.

Reassure participant that all they say is confidential and we cannot pass back any information to DSIT or any third party. We adhere to the MRS Code of Conduct, which means we are bound by a strict code of ethics and participant confidentiality.

Incentive information - £70 as a bank transfer or charity donation.

Please get permission to take notes and record the call. Please note, you will need to record them giving their permission to have their audio recorded.

Q1A2.

Does your business use data provided or created by any of the following? 
MULTICODE 1-4.

1 The public sector (The public sector includes government owned organisations such as local, regional and national administrations and agencies, schools, hospitals, e.g. Met office, Land registry, Ordinance Survey.)
2 Universities, higher education institutes, government or public research institutes, scientific journals and trade or technical publications 
3 Consultant, commercial laboratories, or private research and development institutes 
4 Regulators and/or regulations 
5 None of the above 
6 Don’t know
7 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?
• PROBE: Would you need the public sector information (info in brackets) to answer the question?

Q1B1.

For the types of data that your business works with, please indicate whether they are collected internally within your business organisation (i.e. primary research), or collected externally (e.g. acquired/commissioned, managed or purchased through another organisation)? 
SINGLE CODE.

1 Collect internally 
2 Collect externally (acquire/commission from another organisation)
3 Collect both internally and externally
4 Do not collect data 
5 Don’t know
6 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?
• PROBE: How clear were internally and externally as options?

Q2b.

Does your business use (or develop) Artificial Intelligence-based technologies (including generative AI models such as ChatGPT, Copilot and Gemini) for any of the following purposes? 
MULTICODE 1-6. RANDOMISE 1-5. 

1 To summarise or collate in-house information, draft reports or correspondence 
2 To draft computer code 
3 To research information (e.g. in place of a traditional search engine such as Google) 
4 To analyse data or build models 
5 Customer service chatbots 
6 Other (please specify) 
7 Don’t know
8 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?

Q2c.

Does your business use Customer Relationship Management (CRM) software? 
[CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: CRM refers to technology used to manage interactions with customers and potential customers] or Enterprise Resource Planning (ERP)
[CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: ERP refers to a software package used to manage day-today business activities such as accounting, procurement, project management, risk management and compliance, and supply chain operations]
MULTICODE 1-2. RANDOMISE 1-2. 

1 Yes, we use CRM software 
2 Yes, we use ERP software 
3 None of the above 
4 Don’t know
5 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?
• PROBE: How clear were the definitions of CRM and ERP?
• PROBE: Would you know the definitions of CRM and ERP without additional information?

Q2d.

Is your business involved in the production and delivery of digital data-related products, services or technologies? 
SINGLE CODE. 

1 Yes, it is the main activity of our business 
2 Yes, it is among a number of activities undertaken by our business 
3 No 
4 Don’t know
5 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?
• PROBE: How did you think about ‘main activity’ option? How would you define a main activity?

Q3a.

Does your business share or sell data (or summaries or analysis of that data), with any of the following? 
MULTICODE 1-5.

1 Employees, customers, or other individuals 
2 Other branches of your own business or corporate group 
3 Other businesses 
4 Public bodies (e.g. local council, police, HMRC - excluding business’ own tax return) 
5 Charities or non-profit organisations 
X Other (please specify) 
6 None of the above 
7 Don’t know
8 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?
• PROBE: How do you think about the word ‘data’ used here, rather than ‘information’? Would you answer any differently if the word information was used?

Q9.

ASK ALL SMALL, MEDIUM AND LARGE COMPANIES WITH 10+ EMPLOYEES (S7= CODES 4-8, INCLUDING S7 DON’T KNOW/REF WHERE SAMPLE IS 10+ EMPLOYEES). INCLUDE IN DATASHEET.

Which of the following job analytical roles does your business currently employ? Don’t worry if the job titles do not exactly match our description – we are trying to understand if any staff perform similar roles to this within your business. 
MULTICODE 1-5. CATI: READ OUT 1-6 INCLUDING THE EXAMPLES WHERE APPROPRIATE.

1 IT (e.g. IT technicians, systems analysts, developers, data administrators, database architects, security specialists (IT)) 
2 Science and engineering (e.g. physicists, chemists, mathematicians, statisticians, data scientists, operational researchers, engineers, architects, technician, draughtsperson) 
3 Business and administration analysts (e.g. accountants, economists, financial analysts, management analysts, actuarial or statistical assistants) 
4 Marketing or survey experts (e.g. advertising or marketing specialists, social researchers) 
5 Other (please specify) 
6 None of the above 
7 Don’t know
8 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?

Q11.

Please estimate how many staff within your business produce each of the following types of data asset. In practice this means creating an output or document that has long-term value to the business.  
CATI: READ OUT EACH DATA-RELATED ACTIVITY (A-D) AND ANSWER OPTIONS 1-5.
SINGLE CODE FOR EACH ACTIVITY.

ACTIVITIES:

• A. Raw data that hasn’t been cleaned or structured in any way [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This is sometimes called source data or primary data]
• B. Databases – i.e. a structured format so that they are suitable for analysis or visualisation [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This might include relational databases or data warehouses]
• C. Data analysis – using structured or unstructured data for some form of analysis, including manual software calculations and charts through to more advanced modelling work (such as machine learning). [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: The result of this activity is any type of actionable knowledge and guidance that has long-term value to your business]
• D. In-house development or modification of software. [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This could also include the software used to manage databases or analysis]  
  ANSWER OPTIONS FOR EACH ACTIVITY A-D:

1 Between 76% and 100% of your staff
2 Between 51% and 75% of your staff
3 Between 26% and 50% of your staff
4 Between 1% and 25% of your staff
5 No staff undertake this activity
6 Don’t know
7 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?
• PROBE: Can you explain how you interpret option D - in-house development or modification of software?
• PROBE: How easy is it to estimate percentages of staff for this question?

Q12A.

[IF SOLE TRADER (S7 CODE 1): We would like you to consider what percentage of your time you think is spent producing each of these types of data asset. [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON:  In practice this means creating an output or document that has long-term value to the business.]      

[IF BUSINESS WITH EMPLOYEES (S7 CODES 2-8 AND AT LEAST ONE OF Q11A-D CODED 1-4): We would like you to consider what percentage of your and your staff’s time you think is spent producing each of these types of data asset. In practice this means creating an output or document that has long-term value to the business. Please think about the average across all the staff that produce that particular type of asset – we are aware that it might vary for different job roles. We are not expecting you to have an in-depth knowledge of the exact proportion of their time, but please give your best estimate.​​       

We would like you to consider what percentage of their time employees producing data assets in your organisation spend doing this. [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON:  In practice this means creating an output or document that has long-term value to the business.]. Please think about the average across such employees - we are aware that it might vary for different job roles. We are not expecting you to have an in-depth knowledge of the exact proportion of their time, but please give your best estimate.

[ALL / S7 CODES 1-3] Staff / [SOLE TRADERS] you are likely to spend time on other things aside from data, so we would not expect the answer to add to 100%.

FOR BUSINESSES WITH EMPLOYEES, ONLY SHOW A, B, C AND D IF CORRESPONDING Q11A-D ANSWER IS CODED 1-4.
CATI: READ OUT EACH TYPE OF DATA-RELATED ACTIVITY (A-D).

TYPES OF DATA:

• A. Raw data that hasn’t been cleaned or structured in any way [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This is sometimes called source data or primary data]
• B. Databases – i.e. a structured format so that they are suitable for analysis or visualisation [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This might include relational databases or data warehouses]
• C. Data analysis – using structured or unstructured data for some form of analysis, including manual software calculations and charts through to more advanced modelling work (such as machine learning). [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: The result of this activity is any type of actionable knowledge and guidance that has long-term value to your business]
• D. In-house development or modification of software [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This could also include the software used to manage databases or analysis]
• E. Time spent on any activity at work that is not the production of raw data, databases, data analysis or the production of software

ANSWER OPTIONS FOR EACH TYPE OF DATA-RELATED ACTIVITY: 

1 Please write in %  
2 Don’t know
3 Prefer not to say

 SCRIPTING INSTRUCTION: WHERE ONE OR MORE PARTS OF Q11A-D ARE CODED 5 (NONE), DO NOT SHOW/ASK CORRESPONDING PART(S) OF Q12A A-D AND CODE 0% INSTEAD. 

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?

Q14.

For the statements below, please state the extent to which you agree or disagree that in your business, the acquisition, collection or analysis of data, in the last 24 months, has lead to… 
SINGLE CODE CAROUSEL. 

STATEMENTS (ROWS): 

• Creation of, or improvement to, services and products 
• The creation of data products that the business sells or licences directly (such as access to the business’s own data or insights from data analytics)  
• More efficient internal processes or cost savings 
• A better customer experience  
• Better pricing, advertising or branding strategies 

ANSWER SCALE (COLUMNS): 

1 Strongly agree
2 Somewhat agree
3 Neither
4 Somewhat disagree
5 Strongly disagree
6 Don’t know
7 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer options? If some weren’t clear, which ones?
• PROBE: How would you feel if the answer options were changed to:
  Yes
  No
  Don’t know
  Not relevant to my business

S13.

What percentage of annual turnover did the overall investments in plants, machines, IT and other equipment represent in the last year? 
CATI: PROBE FOR BEST ESTIMATE AND RECORD NUMBER.
WEB: Please write in the % share. Please do not include a % sign in your answer. 

1 Please write in 
2 Don’t know
3 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: How clear were the answer categories of plants, machines, IT and other equipment?

S13B.

And what proportion of your investments in plants, machines, IT and other equipment in the last year is specifically investment in IT? 
CATI: PROBE FOR BEST ESTIMATE AND RECORD NUMBER.
WEB: Please write in the % share. Please do not include a % sign in your answer. 

1 Please write in 
2 Don’t know
3 Prefer not to say

• PROBE: How easy or difficult did you find this question to answer? Why was that?
• PROBE: What came to mind when thinking of investment in IT?

8 Appendix B: Quantitative survey questionnaire

Screening

ONLINE ONLY.

Thank you for participating in this survey which Ipsos is running on behalf of the Department for Science, Innovation and Technology (DSIT). The survey is about data usage within your business – when referring to data, we mean any digital information that your business may hold, for example things such as financial records and data about sales or transactions, as well as names and addresses of employees and customers. Overall, the research is about data use with UK businesses, and the effect this has on business growth.

We are also interested in speaking to a range of businesses, so don’t worry if your business doesn’t use data, or isn’t particularly advanced.

IF PANEL RECONTACT: You may remember the, then, Department for Digital, Culture, Media and Sport (DCMS) previously interviewed you for the survey and you agreed to participate in subsequent years to take part and tell us how things have changed. This wave is now run by DSIT.

IF FRESH SAMPLE: We may invite the same organisations back to take part and tell us how things have changed.

CATI ONLY.

Good morning / afternoon. My name is [NAME] and I’m calling from Ipsos, an independent research company working on behalf of the Department for Science, Innovation and Technology (DSIT). They have commissioned Ipsos to carry out some research about data use with UK businesses, and the effect this has on business growth.

IF PANEL RECONTACT: You may remember the, then, Department for Digital, Culture, Media and Sport (DCMS) previously interviewed you for the survey and you agreed to participate in subsequent years to take part and tell us how things have changed. This wave is now run by DSIT.

IF NUMBER OF EMPLOYEES ON SAMPLE IS 250 OR HIGHER: As a thank you for your time, we will make a charity donation of £15 on your organisation’s behalf to one of our three chosen charities, if you complete the interview.

S1.

CATI ONLY.

Please can I speak to someone who is most familiar with, or responsible for, the types of information and data your business collects and uses? (INTERVIEWER: should be COMPANY).

IF UNSURE WHO IS RESPONSIBLE FOR DATA:

INTERVIEWER: ADD IF NECESSARY: This could be anyone who handles information about your customers, finances, or operations. In a small business, this might be the owner or manager. In a larger business, it might be someone in IT or a data-specific role. By data I mean any digital information that your business may hold, for example things such as financial records and data about sales or transactions, as well as names and addresses of employees and customers.).

1 Continue
2 Referred to someone else at establishment
3 Hard appointment
4 Soft appointment
5 Refusal
6 Refusal (company policy)
7 Refusal (taken part in recent survey)
8 Not available in deadline
9 Reassurance email

IF CODES 5-8 THANK AND CLOSE.

S2.

ASK CATI: IF S1 = Referred to someone else at establishment (CODE 2)
WRITE IN:  NAME AND JOB TITLE

S3.

ASK CATI: IF S1 = REASSURANCE EMAIL (CODE 9)
WRITE IN: NAME AND EMAIL ADDRESS

S4.

ASK ALL.

Which of the following best describes the extent to which you are responsible for making decisions about data usage within your business? This might  involve making decisions about how data and software is used and managed in your business.
SINGLE CODE.

1 I am solely responsible for these kind of decisions
2 I am one of a few people who would make these kind of decisions
3 I input into decisions, but do not make the final decision
4 I do not input into these kind of decisions
5 Don’t know [DON’T READ OUT]
6 Prefer not to say [DON’T READ OUT]

IF CODE 4+5+6 THANK AND CLOSE

S5.

ASK ALL: IF DECISION-MAKER AT S4 (CODES 1-3).

Please note that DSIT will not be able to identify the businesses that take part, or their individual answers, as answers are anonymised.

Before we begin it is important for you to give your consent in line with UK GDPR legislation.

Ipsos reassures you that all information collected will be treated in the strictest confidence. You have the right to a copy of your data, change your data or withdraw from the research at any point. In order to guarantee this, and as part of our quality control procedures, all interviews are recorded. You can read more by accessing our privacy notice on www.ipsos.uk/Productivity. Are you happy to proceed?
SINGLE CODE.

1 Yes
2 No

IF CODE 2 THANK AND CLOSE

S6.

ASK ALL. OPEN ENDED.

Excluding yourself, how many people does your business employ?
CATI IF NEEDED / WEB INFO BUTTON: This is across all sites in the UK, either full or part time. Please include working directors, partners, managers, people who work away from the site. Do not include outside contractors, agency staff or self-employed contractors.

1 Please type in number:
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

SCRIPTING INSTRUCTIONS: FOR THE PURPOSES OF ROUTING, CODE S6 ANSWERS INTO S7 CODES.

S7.

ASK IF: S6 = DON’T KNOW OR PREFER NOT TO SAY (CODES 2-3).

Excluding yourself, which of the following best describes the total number of people employed across all sites in the UK, either full or part time?
SINGLE CODE.

1 Just yourself (0 employees)
2 1-4
3 5-9
4 10-19
5 20-49
6 50-249
7 250-499
8 500+
9 Don’t know [DON’T READ OUT]
10 Prefer not to say [DON’T READ OUT]

SCRIPTING INSTRUCTIONS: FOR THE PURPOSES OF ROUTING, USE SAMPLE DATA TO POPULATE S7 WHERE S7 = 9-10 (DON’T KNOW / PREFER NOT TO SAY).

S11.

ASK ALL. OPEN ENDED.
INCLUDE IN DATASHEET.

What was your business’s total revenue in the last financial year (April 2023 to March 2024) WEB (in £)?
CATI INSTRUCTION: PROBE FOR BEST ESTIMATE AND RECORD NUMBER.

1 Please type in number
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

SCRIPTING INSTRUCTIONS: FOR THE PURPOSES OF ROUTING, CODE S11 ANSWERS INTO S12 CODES.

S12.

ASK IF S11 DON’T KNOW OR PREFER NOT TO SAY (CODE 2 – 3).

Please could you estimate the approximate range that your business’s total revenue falls into?

CATI: SINGLE CODE ANSWER INTO THE CORRECT BAND. PROBE AS APPROPRIATE.
WEB: SINGLE CODE.

1 Less than £10,000
2 £10,000 to £49,999
3 £50,000 to £99,999
4 £100,000 to £249,999
5 £250,000 to £999,999
6 £1 million to £1,999,999
7 £2 million to £4,999,999
8 £5 million to £9,999,999
9 £10 million+
10 Don’t know [DON’T READ OUT]
11 Prefer not to say [DON’T READ OUT]

S15.

ASK IF S11 = 1 OR S12 = 1-9 AND EXCLUDE SOLE TRADERS (I.E. EXCLUDING S7 = CODE 1). OPEN ENDED.
INCLUDE IN DATASHEET.

What percentage of the total revenue did the overall staff costs represent in the last year?

CATI: PROBE FOR BEST ESTIMATE AND RECORD NUMBER.
WEB: Please write in the % share. Please do not include a % sign in your answer.

1 Write in number
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

SCRIPTER: CODE S15 ANSWERS INTO S16 CODES.

S16.

ASK IF: S15 = DON’T KNOW OR REFUSED (CODES 2-3).

Please could you estimate the percentage of total revenue that the overall staff costs represented in the last year?
SINGLE CODE.
CATI: PROMPT AS NECESSARY.

1 0%
2 1% up to 30%
3 31% up to 50%
4 51% up to 70%
5 71% up to 90%
6 91% or higher
7 Don’t know [DON’T READ OUT]
8 Prefer not to say [DON’T READ OUT]

S13.

ASK IF: S11 = 1 OR S12 = 1 – 9. OPEN ENDED.
INCLUDE IN DATASHEET.

What percentage of the total revenue did the overall investments in property, plants, machines, IT and other equipment represent in the last year?

CATI: PROBE FOR BEST ESTIMATE AND RECORD NUMBER.
WEB: Please write in the % share. Please do not include a % sign in your answer.
SCRIPTER – please add soft check to ensure S15+S13 does not exceed 100%.

1 Please write in
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

SCRIPTER: CODE S13 ANSWERS INTO S14 CODES.

S14.

ASK IF: S13 = DON’T KNOW OR REFUSED (CODES 2 OR 3).

Please could you estimate the percentage of total revenue that the overall investments in property, plants, machines, IT and other equipment represented in the last year?
SINGLE CODE. CATI: PROMPT AS NECESSARY.

1 0%
2 1% up to 10%
3 11% up to 20%
4 21% up to 30%
5 31% up to 50%
6 51% or higher
7 Don’t know [DON’T READ OUT]
8 Prefer not to say [DON’T READ OUT]

S13B.

ASK IF: S13 = CODE 1 OR S14=1-6. OPEN ENDED.
INCLUDE IN DATASHEET.

What percentage of the total revenue did the investments specifically in IT represent in the last year?

INTERVIEWER: Please note this is a percentage of the overall total revenue so cannot be more than the previous question.

CATI: PROBE FOR BEST ESTIMATE AND RECORD NUMBER.
WEB: Please write in the % share. Please do not include a % sign in your answer.
SCRIPTER: Please add soft check, can’t exceed response in S13/S14.

1 Please write in
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

S14B.

ASK IF: S13B = DON’T KNOW OR REFUSED (CODES 2 OR 3).

Please could you estimate the percentage of the total revenue that the investments specifically in IT represent in the last year?
SINGLE CODE.

CATI: PROMPT AS NECESSARY.
SCRIPTER: Please add soft check, can’t exceed response in S14.

1 0%
2 1% up to 30%
3 31% up to 50%
4 51% up to 70%
5 71% up to 90%
6 91% or higher
7 Don’t know [DON’T READ OUT]
8 Prefer not to say [DON’T READ OUT]

S17.

ASK ALL.

Does your business trade directly with businesses or organisations outside of the UK?
MULTICODE 1-2.

1 My business exports
2 My business imports
3 My business neither exports nor imports
4 Don’t know [DON’T READ OUT]
5 Prefer not to say [DON’T READ OUT]

S20.

ASK ALL.

Is [INSERT SIC DESCRIPTION FROM SAMPLE] the correct broad classification for your business?
SINGLE CODE.

1 Yes
2 No
3 Don’t know [DON’T READ OUT]
4 Prefer not to say [DON’T READ OUT]

S21.

ASK IF: S20 = NO, DON’T KNOW, REFUSED (CODES 2-4).

How would you describe the main activity of this business?

CATI: INTERVIEWER PROBE FOR THE FOLLOWING – START WITH FIRST PROBE AND ONLY USE THE OTHERS IF NECESSARY TO GET CLEAR INFORMATION.

ONLINE TEXT: You might want to think about the following:

• What would you type into a search engine to find a business like yours online?
• What is the main product or service of this business?
• What exactly is made or done?

1 Please write in
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

S22. INTRO

READ OUT TO ALL. This next section asks questions about the way your business operates, such as your management processes.

S22. (MES1)

ASK ALL.

In the last year, which one of the following comes closest to the approach [IF S7=1 SOLE TRADER: you] [ELSE: your business] generally took when problems with your production/service arose?
SINGLE CODE.

CATI: READ OUT 1-4

SCRIPTING NOTE: Use ‘I’ for sole traders (S7 = CODE 1)
Use ‘We’ for all other businesses

1 [We/I] resolved the problems but did not take further action
2 [We/I] resolved the problems and took action to try to ensure they did not happen again
3 [We/I] resolved the problems and had a system for identifying and preventing similar potential problems
4 No action was taken
5 Don’t know [DON’T READ OUT]
6 Prefer not to say [DON’T READ OUT]

S24d.

ASK ALL.

Does your business use Customer Relationship Management (CRM) software? [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: CRM refers to technology used to manage interactions with customers and potential customers]
SINGLE CODE.

1 Yes
2 No
3 Don’t know [DON’T READ OUT]
4 Prefer not to say [DON’T READ OUT]

S25.

ASK ALL EXCLUDING SOLE TRADERS (EXC S7 CODE 1).

Does your business digitally collect, store, process or in some way use personal or non-personal data from its employees, staff or personnel? This might have been collected for HR purposes and used for things like payroll or communications purposes.
SINGLE CODE.

CATI INTERVIEWER: IF DON’T KNOW, NO CAN USUALLY BE CODED.

1 Yes
2 No
3 Don’t know [DON’T READ OUT]

S26.

ASK ALL.

[IF SOLE TRADER S7=1: Thinking about data in your business that you collect or use in any way.]
[ELSE: Thinking about data in your business that you collect or use in any way, other than data on your own employees or personnel for HR or related purposes.]

Does your business handle digitised personal data, non-personal data, or both?

Just to remind you, personal data is information that relates to an individual or can be linked back to an individual, and non-personal data is any other data.

CATI INTERVIEWER NOTE: If respondent is unsure if their data is personal or non-personal, then record personal.

MULTICODE 1-2.

1 Personal data
2 Non-personal data
3 Neither
4 Don’t know [DON’T READ OUT]

S27.

ASK SOLE TRADERS WHO COLLECT NEITHER PERSONAL NOR NON-PERSONAL DATA (S7 CODE 1 AND S26 CODE 3), OR THOSE BUSINESSES THAT COLLECT NO DATA AT ALL, EITHER ABOUT STAFF OR OTHERWISE (S25 CODE 2 AND S26 CODE 3).

Just to confirm, you’ve said your business does not handle any digitised data. By ‘data’, we include data on sales, marketing, customers, purchases or anything else. Does your business process any data at all?
SINGLE CODE.

CATI: DO NOT READ OUT. CATI: INTERVIEWER: IF DON’T KNOW, CODE 2.

1 My business does not process any data at all SKIP TO Q15.
2 My business does process data, but it is not digitised SKIP TO Q15.
3 No, incorrect – my business does process digitised data.

IF S27=3 AND S7=1, ASK S26 AGAIN; IF S27=3 AND S7 IS NOT 1, ASK S25 AND S26 AGAIN.

S25DUM.

DUMMY VARIABLE FOR FUNCTION DO NOT ASK. MULTICODE.

1 Employee data (personal or non-personal)
IF S25 = 1

2 Personal data (other than employee data)
IF S26 = 1

3 Personal data (including employee data)
IF S25 = 1 OR S26 = 1

4 Non-personal data
IF S26 = 2

5 Does not use any digitised data (or doesn’t know)
IF S27 = 1 OR 2 OR ((S7=2-8 AND S25 = 3 AND S26 = 4) OR (S7=1 AND S26=4))

Data collection and use

Q1A.

ASK IF S25DUM=1-4.

Which of the following types of data, if any, does your business work with? This could include data collection, processing or analysis. 
MULTICODE 1-14. RANDOMISE 1-13.

WEB: Please select all that apply.

1 Customers’/Users’ contact information [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON:  (e.g. email, names, addresses)]
2 Financial/accounting data [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. revenue, profit, accounts)]
3 Sales or transaction data [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (i.e. products sold)]
4 Customer/User behaviour data [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON:  (e.g. buying habits, social media data, website traffic and scraping, links clicked, posts, etc. including cookies)]
5 HR or payroll data
6 Stock and supply data [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. current stock, orders placed, inventory)]
7 Environmental monitoring data [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g., air quality and noise data)]
8 Marketing data and research [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. customer surveys or research on competitors)]
9 Data on the economy [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. financial news, central bank forecasts)]
10 Scientific, analytical, R&D or results data [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (such as data from trials)]
11 Data collected from devices that measure things like temperature, pressure, or movement [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. from machinery, IoT, CCTV)]
12 Information about location, often gathered from GPS or satellite images [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (i.e. earth observation)]
13 Information that requires extra protection, such as medical records or financial details [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (such as medical records, biometric, socio-demographic, criminal records, or other sensitive data e.g. face, fingerprint, age, gender etc.)]
14 Other (please write in)
15 None of the above
16 Don’t know [DON’T READ OUT]
17 Prefer not to say [DON’T READ OUT]

Q1A2.

ASK IF S25DUM=1-4.

Does your business use data provided or created by any of the following?
MULTICODE 1-4. RANDOMISE 1-3.

1 Universities, higher education institutes, government or public research institutes, scientific journals and trade or technical publications
2 Consultants, commercial laboratories, or private research and development institutes
3 Regulators and/or regulations
4 Any other public sector organisation (The public sector includes government owned organisations such as local, regional and national administrations and agencies, schools, hospitals, e.g. Met office, Land registry, Ordinance Survey)
5 None of the above
6 Don’t know [DON’T READ OUT]
7 Prefer not to say [DON’T READ OUT]

Q1B1.

ASK ALL SELECTING ANY CODES 1-14 AT Q1A.

Is your business’s data collected internally through primary research or externally meaning managed or purchased from other organisations, or both internally and externally collected?
SINGLE CODE.

1 Collected internally (e.g. through primary research)
2 Collected externally (e.g. managed or purchased from other organisations)
3 Collected both internally and externally
4 Do not collect data
5 Don’t know [DON’T READ OUT]
6 Prefer not to say [DON’T READ OUT]

Q1B2.

ASK ALL THOSE SELECTING ANY CODES 1-14 AT Q1A.

Thinking again about the types of data your business works with, please indicate whether you analyse this data internally, externally, or both internally and externally?
SINGLE CODE.

1 Analyse internally
2 Analyse externally
3 Analyse both internally and externally
4 Do not analyse data
5 Don’t know [DON’T READ OUT]
6 Prefer not to say [DON’T READ OUT]

Q2.

ASK IF S25DUM=1-4.

Does your business currently analyse big data?

By big data, we are referring to datasets that have a high volume and variety.
SINGLE CODE.

1 Yes
2 No
3 Don’t know [DON’T READ OUT]
4 Prefer not to say [DON’T READ OUT]

Q2b.

ASK IF S25DUM=1-4.

Does your business use (or develop) Artificial Intelligence-based technologies (including generative AI models such as ChatGPT, Copilot and Gemini) for any of the following purposes?
MULTICODE 1-7. RANDOMISE 1-6.

1 To summarise or collate in-house information, draft reports or correspondence
2 To draft computer code
3 To research information (e.g. in place of a traditional search engine such as Google)
4 To analyse data or build models
5 Customer service chatbots
6 Generating images or videos (e.g. for marketing purposes)
7 Other (please specify)
8 Don’t know [DON’T READ OUT]
9 Prefer not to say [DON’T READ OUT]

Q3a.

ASK IF S25DUM=1-4.

Does your business share or sell data including summaries or analysis of that data, with any of the following?
CATI: READ OUT 1-5. MULTICODE 1-5.

1 [IF EMPLOY STAFF (S7=2-8)] Branches of your own business or corporate group
2 Customers or suppliers (e.g. businesses or individuals)
3 Public bodies (e.g. local council, police, HMRC - excluding business’ own tax return)
4 Charities or non-profit organisations
5 Other (please specify)
6 None of the above
7 Don’t know [DON’T READ OUT]
8 Prefer not to say [DON’T READ OUT]

Q3b.

ASK IF S25DUM=1-4.

Is your business involved in the production and delivery of data-driven products and services? (e.g. selling data)
SINGLE CODE.

1 Yes, it is the primary activity of our business
2 Yes, it is a secondary activity of our business
3 No
4 Don’t know [DON’T READ OUT]
5 Prefer not to say [DON’T READ OUT]

Investment and costs

Q5.

ASK IF S25DUM=1-4.

Which of the following activities did your business undertake within the last year?
MULTICODE 1-4.

1 Introduced a new product OR invested in product design
2 Introduced a process innovation (new or improved methods for producing goods or providing services)
3 Patented a new product or idea
4 Introduced a new business model or business plan (strategic plan of how a company sells and operates)
5 None of these
6 Don’t know [DON’T READ OUT]
7 Prefer not to say [DON’T READ OUT]

Q6. INTRO

CATI: READ OUT TO ALL. WEB: SHOW TO ALL.
INCLUDE ALL TEXT IN DATASHEET.

The next question is about a broad range of investments, some of which relate to data. We are interested in purchases of monetary value, rather than costs for staff time spent on activities.

[CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: By ‘investments’, we mean expenditure incurred with a view to generating benefit in the current and subsequent years.]

When providing investment figures, please include any investment, regardless of whether it was included on the business balance sheet (i.e. include both capitalised expenditure and expenses).

Q6.

ASK IF S25DUM=1-4.

INCLUDE ALL TEXT IN DATASHEET.
WEB: SUGGEST ASKING AS LOOP (7 SCREENS).
CATI: ASK AS GRID WITH DON’T KNOW/REFUSED OPTION FOR EACH CODE 1-7 BELOW.

We would now like to ask the value of investments your business has made in each of the following areas within the past 12 months.

[CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: Please note that not all of these categories relate directly to data – we would like to know about broader investments in these areas beyond specifically data and technology.]
RANDOMISE 1-7.

1 Computer software and Database Management System (DBMS)
2 Raw data or databases
3 Research and Development
4 Branding (advertising and marketing)
5 Operations management consultancy services [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: e.g. consultancy on supply chain management; production process redesign; work management systems)]
6 Product design
7 Staff training

FOR EACH CODE 1-7 ABOVE:

1 Please write in amount invested £………….
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

Labour inputs (time and skills)

Q9.

ASK IF S25DUM=1-4 AND ALL BUSINESSES WITH STAFF (S7=2-8). IF S7 DON’T KNOW/REF USE SAMPLE DATA.

Which of the following analytical roles does your business currently employ? Don’t worry if the job titles do not exactly match our description – we are trying to understand if any staff perform similar roles to this within your business.
MULTICODE 1-5. RANDOMISE 1-4.

CATI: READ OUT 1-6 INCLUDING THE EXAMPLES WHERE APPROPRIATE.

1 IT or software developers [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. IT technicians, systems analysts, developers, data administrators, database architects, IT security specialists)]
2 Scientists and engineers (including mathematicians, statisticians, data scientists) [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. also physicists, chemists, operational researchers, engineers, architects, technicians, draughtspersons)]
3 Business and administration analysts [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. accountants, economists, financial analysts, management analysts, actuarial or statistical assistants)]
4 Marketing or survey experts [CATI INTERVIEWER IF NEEDED / WEB INFO BUTTON: (e.g. advertising or marketing specialists, social researchers)]
5 Other (please specify)
6 None of the above
7 Don’t know [DO NOT READ OUT]
8 Prefer not to say [DO NOT READ OUT]

Q10A.

ASK IF S25DUM=1-4 EXCLUDING SOLE TRADERS (EXC. S7 = CODE 1). CAROUSEL.
INCLUDE IN DATASHEET IF SPACE.

What proportion of the job roles within your business require each of the following data-related skills?
CATI: READ OUT EACH SKILL (1-4) AND ANSWER OPTIONS 1-5.
SINGLE CODE FOR EACH SKILL.

SKILLS:

1 Simple Basic data entry or calculations (for instance using software like Microsoft Excel or equivalent)
2 Intermediate calculations and data analysis such as reading/assessing/ producing graphs (for instance using software such as Tableau, SAS, Power BI, Microsoft Access or Excel)  [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: that is, understanding or interpreting the analysis of others in graphs or tables or descriptive statistics such as averages or ranges]
3 Advanced data analysis and calculations (for instance using coding languages such as Python or R)
[CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This might include predictive statistics such as regression, forecasting, modelling etc.]

ANSWER OPTIONS FOR EACH SKILL:

• Between 1% and 25% of the job roles
• Between 26% and 50% of the job roles
• Between 51% and 75% of the job roles
• Between 76% and 100% of the job roles
• None of the job roles
• Don’t know [DON’T READ OUT]
• Prefer not to say [DON’T READ OUT]

Q10B.

ASK IF S25DUM=1-4 AND SOLE TRADERS (S7 = 1).

Which of the following data-related skills are regularly required as part of your role?
CATI: READ OUT 1-3.
MULTICODE 1-3.

1 Simple Basic data entry or calculations (for instance using software like Microsoft Excel or equivalent)
2 Intermediate calculations and data analysis such as reading/assessing/ producing graphs (for instance using software such as Tableau, SAS, Power BI, Microsoft Access or Excel)  [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: that is, understanding or interpreting the analysis of others in graphs or tables or descriptive statistics such as averages or ranges]
3 Advanced data analysis and calculations (for instance using coding languages such as Python or R)
[CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This might include predictive statistics such as regression, forecasting, modelling etc.]
5 None of these
6 Don’t know [DON’T READ OUT]
7 Prefer not to say [DON’T READ OUT]

Q11.

ASK IF S25DUM=1-4 EXCLUDING SOLE TRADERS (I.E. EXCLUDE IF S7 = CODE 1).

What percentage of your staff create each of the following types of data assets for your business?

INTERVIEWER: READ OUT: Imagine that data assets can be split into three broad types: raw data, databases, and data analysis.

Raw data is information that you have collected, recorded or received that hasn’t been cleaned, organised or structured in any way. [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: Raw data is sometimes called source data or primary data e.g. customer data records, price points]. Through manual labour, or some automatic software pipeline, this can be transformed into databases.

Databases are data that has been structured so that they are suitable for analysis or visualisation. [CATI INTERVIEWER ADD IF NEEDED / ONLINE INFO BUTTON: This might include relational databases or data warehouses]. Through further manual labour, or automated processes, raw data or databases can be transformed into data analysis or intelligence.

Data analysis could include manual software calculations and charts through to more advanced modelling work. The result of this analysis could be any type of reporting or research.

CATI: READ OUT EACH DATA-RELATED ACTIVITY (A-D) AND ANSWER OPTIONS 1-5.

SINGLE CODE FOR EACH ACTIVITY

ACTIVITIES:

A. Raw data
B. Databases
C. Data analysis

ANSWER OPTIONS FOR EACH ACTIVITY A-C:

• Between 1% and 25% of your staff
• Between 26% and 50% of your staff
• Between 51% and 75% of your staff
• Between 76% and 100% of your staff
• No staff undertake this activity
• Don’t know [DON’T READ OUT]
• Prefer not to say [DON’T READ OUT]

Q12A.

ASK IF S25DUM=1-4 AND SOLE TRADERS (0 EMPLOYEES) AND OTHER BUSINESSES WITH AT LEAST ONE OF Q11A-C CODED 1-4.

Imagine that data assets can be split into three broad types: raw data, databases, and data analysis.

Raw data is information that you have collected, recorded or received that hasn’t been cleaned, organised or structured in any way. Raw data is sometimes called source data or primary data e.g. customer data records, price points. Through manual labour, or some automatic software pipeline, this can be transformed into databases.

Databases are data that has been structured so that they are suitable for analysis or visualisation. This might include relational databases or data warehouses. Through further manual labour, or automated processes, raw data or databases can be transformed into data analysis or intelligence.

Data analysis could include manual software calculations and charts through to more advanced modelling work. The result of this analysis could be any type of reporting or research.

[IF SOLE TRADER (S7 CODE 1): What percentage of your time is spent creating each of the following types of data assets?]

[IF BUSINESS WITH EMPLOYEES (S7 CODES 2-8 AND AT LEAST ONE OF Q11A-C CODED 1-4): What percentage of your staff’s time is spent creating each of the following types of data assets?

Please think about the average across the employees you previously stated created data assets - we are aware that it might vary for different job roles. We are not expecting you to have an in-depth knowledge of the exact proportion of their time, but please give your best estimate. ]      

FOR BUSINESSES WITH EMPLOYEES, ONLY SHOW A, B AND C IF CORRESPONDING Q11A-C ANSWER IS CODED 1-4.  

CATI: READ OUT EACH TYPE OF DATA-RELATED ACTIVITY (A-D)
TYPES OF DATA:

A. Raw data
B. Databases
C. Data analysis 
D. Time spent on any activity at work that is not the production of raw data, databases or data analysis.

ANSWER OPTIONS FOR EACH TYPE OF DATA-RELATED ACTIVITY:

1 Please write in %
2 Don’t know [DON’T READ OUT]
3 Prefer not to say [DON’T READ OUT]

SCRIPTING INSTRUCTION: WHERE ONE OR MORE PARTS OF Q11A-C ARE CODED 5 (NONE) or 6 (DON’T KNOW), DO NOT SHOW/ASK CORRESPONDING PART(S) OF Q12A A-C AND CODE 0% INSTEAD.

SCRIPTING: Please add soft check that A-D adds to 100%, is it possible to add % left to allocate while they enter responses.

Outcomes and the purpose of data use

Q13.

ASK IF S25DUM=1-4.

For each of the statements below, please state the extent to which you agree or disagree when thinking about your business as a whole.
SINGLE CODE CAROUSEL.
SINGLE CODE PER STATEMENT / ROW.

STATEMENTS (ROWS):

1 [IF S7=1 Findings from data processing or analysis are available to my business]
[ELSE Findings from data processing or analysis are available to decision makers in my business]
2 [IF S7=1 Data processing or analysis supports or informs the decisions made by my business]
[ELSE Data processing or analysis supports or informs the decisions made by decision makers in my business]

ANSWER SCALE (COLUMNS):

1  Strongly agree
2 Somewhat agree
3 Neither
4 Somewhat disagree
5 Strongly disagree
6 Not relevant to my business
7 Don’t know [DON’T READ OUT]
8 Prefer not to say [DON’T READ OUT]

Q14.

ASK IF S25DUM=1-4.

To what extent do you agree that, in the last 24 months, data acquisition, collection, or analysis in your business has led to the following…
SINGLE CODE CAROUSEL.
SINGLE CODE PER STATEMENT / ROW.

STATEMENTS (ROWS):

1  Creation of, or improvement to, services and products
2 The creation of data products that the business sells or licences directly (such as access to the business’s own data or insights from data analytics)
3  More efficient internal processes or cost savings

ANSWER SCALE (COLUMNS):

1  Strongly agree
2 Somewhat agree
3 Neither
4 Somewhat disagree
5 Strongly disagree
6 Not relevant to my business
7 Don’t know [DON’T READ OUT]
8 Prefer not to say [DON’T READ OUT]

Re-contact and closing questions

Q15.

ASK ALL.

READ OUT IF CATI: Thank you for taking the time to speak with us today. Now just some administrative questions before we finish.

DSIT expects to carry out similar research in the next two years. Your input is really important to help the Government to better understand and respond to your organisation’s data and productivity needs. Would you be happy for Ipsos to contact you on behalf of DSIT for your views on this topic again before March 2027?

We will also use your email address to send you the findings from this study.
[ADD IF WEB: You would have the opportunity to take the survey online again.]
SINGLE CODE.

1 Yes
2 No
3 DO NOT READ OUT: Yes, but please only use my contact details to send me the report.

Q16.

ASK ALL.

As part of this research, we are also conducting some interviews to further explore some of the answers you gave today. It would involve an Ipsos researcher calling you at a time convenient to you. The interview would last up to an hour, and we would pay you £60 as a thank you for your time.

Would you be willing to be contacted by Ipsos before the end of March 2026 to discuss taking part in a follow-up interview?
SINGLE CODE.

1 Yes
2 No

Q17.

ASK ALL.

And would you be willing for us to call you back in the next few months regarding:
CATI: READ OUT 1-2.
MULTICODE 1-2.

1 This particular study – if we need to clarify any of the information
2 Other research on this topic that may be relevant to you
3 Neither of these

Q18.

ASK IF CONSENT TO RECONTACT (Q15=1 OR Q16=1 OR Q17=1-2).

And could I just check your name, job title and [NUMBER] is the best number to call you on?
CATI: INTERVIEWER NOTE: TAKE DOWN NAME, SURNAME AND JOB TITLE WITHOUT PREFIXES (MR, MRS ETC.)

NAME (COPY OVER FROM S2/S3 OR SAMPLE IF AVAILABLE)
1 Write in
X CATI: DO NOT READ OUT Prefer not to say

JOB TITLE (COPY OVER FROM S2 OR SAMPLE IF AVAILABLE)
1 Write in
X CATI: DO NOT READ OUT Prefer not to say

1 Yes – correct number
2 No - write in number
X CATI: DO NOT READ OUT Prefer not to say

Q20.

ASK ALL WHO CODE 1 OR 3 AT Q15.

What is the best email address to use to send you the report?
Email address
1 Write in
X CATI: DO NOT READ OUT Prefer not to say

Q21. 

ASK ALL.

For research and statistical purposes only, DSIT would like to link your answers to other information, such as other survey data sets, they hold so they can further analyse the survey. Your responses will remain completely confidential. Are you happy for DSIT to link your survey responses to other information?

1 Yes
2 No

Q19.

ASK IF CATI AND 250 OR MORE EMPLOYEES ON SAMPLE.

As promised, we will make a £15 charity donation on your behalf as a thank you for taking part. We have three charities for you to choose from:

• The NSPCC
• Samaritans
• Turn2us

ADD IF NECESSARY:

• The NSPCC, or National Society for the Prevention of Cruelty to Children, is a charity campaigning and working in child protection in the United Kingdom
• Samaritans provides emotional support to anyone in emotional distress, struggling to cope, or at risk of suicide throughout the United Kingdom and Ireland
• Turn2us is a national charity offering information and practical support to people facing financial insecurity

SINGLE CODE.

1 NSPCC
2 Samaritans
3 Turn2us
4 Prefer not to donate

THANK RESPONDENT AND CLOSE INTERVIEW.

9 Appendix C: Data Sheet

Research to understand the role of data within UK businesses

Thank you for agreeing to take part in the Ipsos Department of Science, Innovation and Technology survey.  This document outlines the types of questions you will be asked by our Ipsos UK telephone interviewers.  Previous participants have found it helpful to review these questions in advance. Having the answers to these questions readily available will ensure a more efficient and productive interview.

• All responses are strictly confidential and anonymous. No individual organisation will be identifiable in the reporting
• You are not required to share these responses with us in advance, we will discuss these during the interview

When considering these questions, please focus on data related aspects of your business operations.  This might include IT and technical systems costs, database usage and storage, and staffing resources dedicated to data management, as well as general usage of data in your organisation.

Please ensure that you have this document at hand during the interview.

If you have any queries about the research, please email UK-PA-DSIT-DataUse-Productivity@ipsos.com or Jono Roberts on 0800 2980 841

Q1.

What was your business’s total revenue in the last financial year (April 2023 to March 2024)?

Total revenue:

£………….

Q2.

What percentage of the total revenue did overall investments in the following represent last year?

Investment in overall staff costs	Percentage of revenue:  …%
Investment in property, plants, machines, IT and other equipment	Percentage of revenue: …%
Investments specifically in IT	Percentage of revenue: …%

During the interview, you will be about a broad range of investments, some of which relate to data. We are interested in purchases of monetary value, rather than costs for staff time spent on activities. The table below gives the categories of investment that we are interested in.

When providing investment figures, please include any investment, regardless of whether it was included on the business balance sheet (i.e. include both capitalised expenditure and expenses).

Q3.

Please state the value of investments your business has made in each of the following areas within the past 12 months.

We are interested in purchases of monetary value, rather than costs for staff time spent on activities.

Computer software and Database Management System (DBMS)	Amount invested: £ ………….
Raw data or databases	Amount invested: £ ………….
Research and Development	Amount invested: £ ………….
Branding (advertising and marketing)	Amount invested: £ ………….
Operations management consultancy services (e.g. consultancy on supply chain management; production process redesign; work management systems)	Amount invested: £ ………….
Product design	Amount invested: £ ………….
Staff training	Amount invested: £ ………….

Q4.

What proportion of the job roles within your business require each of the following data-related skills?

Simple Basic data entry or calculations (for instance using software like Microsoft Excel or equivalent)	Percentage of job roles:  …%
Intermediate calculations and data analysis such as reading/assessing/ producing graphs (for instance using software such as Tableau, SAS, Power BI, Microsoft Access or Excel)	Percentage of job roles: …%
Advanced data analysis and calculations (for instance using coding languages such as Python or R)	Percentage of job roles: …%

We value your input into this important research!

10 Appendix D: Online break off points

Row Labels	Count
Intro	450
Q10A	19
Q10B	4
Q11	19
Q11Q12Intro	3
Q12a_page	10
Q13	13
Q13[{_1}]	2
Q13[{_2}]	3
Q14	7
Q14[{_1}]	1
Q14[{_3}]	2
Q15	2
Q16	1
Q1A	60
Q1A2	20
Q1B1	20
Q2	7
Q21	1
Q2b	6
Q3a	11
Q3b	3
Q5	13
Q6	38
Q6_intro	15
Q7	2
Q9	9
S1	375
S1-1	46
S11_Ask_Respondent	74
S12	39
S1-2	29
S13	51
S1-3	3
S13b	17
S14	17
S1-4	2
S14b	2
S15	51
S1-5	1
S16	25
S1-666	7
S1-667	11
S1-668	1
S17	34
S1-798	4
S1-799	9
S1-800	18
S1-801	1
S2	1
S20	6
S21	9
S22	59
S22_INTRO	4
S23	8
S24d	9
S25	8
S25-1	1
S26	21
S26-2	1
S27	6
S27-1	1
S3.Name	107
S3.Name-667	2
S3.Name-798	1
S3.Name-799	3
S4	775
S5	351
S6	202
S7_ASK_Respondent	8
S8	6

11 Appendix E: Respondent communication

11.1 Invitation email

Subject: Take part in DSIT research to explore the role of data with UK businesses

Dear Sir or Madam,

The Department for Science, Innovation and Technology (DSIT) has commissioned Ipsos UK, to conduct the second wave of the study of data within UK businesses. You may remember participating in the first wave in 2022, and our records show you agreed to participate in the second wave before March 2025. Your continued participation will be important to measure any potential changes since the first wave. For more information on the survey, including how wave 1 data was used, please visit the following link:

https://www.gov.uk/government/publications/data-use-and-productivity-study-information-for-participants

Please do look out for an online invitation to complete the online survey over the coming weeks. Alternatively, an Ipsos survey team member will contact you via telephone should you prefer to complete the survey over the phone. 

Should you have any queries about the research, please email
UK-PA-DSIT-DataUse-Productivity@ipsos.com or contact Ipsos UK on 0800 2980 841.

We look forward to your valuable contribution.

Kind regards,

Stella Fleetwood

Director

^{[footnote 8]}

11.2 Online reminder 1

Subject: Reminder to take part in the DSIT data use survey

Dear Sir or Madam,

We recently invited you to participate in the Department for Science, Innovation and Technology (DSIT) data use survey.  As a valued member of the UK business community, we would really appreciate your input on this topic whether you do use data in your organisation or not.

Why Your Participation Matters:

• Influence Policy: Your input will help shape future policies that can support businesses like yours across the UK
• Benchmark and Improve: Understand how your data practices compare to industry standards and discover potential areas for improvement
• Confidential and impactful: The survey is confidential, and your insights are crucial to understanding the broader impact of data usage on productivity

What participation involves:

• We would like to speak to an individual within your business who is responsible for your data related activities
• We invite you to complete a 25-minute online survey via the link below

Please click on the following link to participate:

[https://Ipsos.com/BOLD LINK/Link-ToSurvey]

• Should you prefer to complete the interview telephonically, an Ipsos interviewer will call you over the next few weeks to schedule an appointment at your earliest convenience

Terms of participation:

• The survey is confidential and conducted solely for research purposes. We are not selling anything
• Our privacy policy and details on how your data will be used can be found here: https://www.ipsos.uk/Productivity

We have put together a guide explaining some of the questions that are asked as part of the survey in case you would find it helpful to read through these beforehand. This can be accessed by clicking on this link: Datasheet guide

Should you have any queries about the research, please email UK-PA-DSIT-DataUse-Productivity@ipsos.com or contact Ipsos UK on 020 3059 4967.

To access the results from the previous survey, please click on the following link:

We look forward to your valuable contribution.

Kind regards,

Stella Fleetwood

Director

^{[footnote 8]}

Online reminder 2

Subject: There is still time to take part in the DSIT data use survey

Dear Sir or Madam,

There is still time to take part in the Department for Science, Innovation and Technology (DSIT) data use survey.  Your input is vital to gathering comprehensive information, enabling the government to make informed policy recommendations.

Why Your Participation Matters:

• Influence Policy: Your input will help shape future policies that can support businesses like yours across the UK
• Benchmark and Improve: Understand how your data practices compare to industry standards and discover potential areas for improvement
• Confidential and impactful: The survey is confidential, and your insights are crucial to understanding the broader impact of data usage on productivity

What participation involves:

• We would like to speak to an individual within your business who is responsible for your data related activities
• We invite you to complete a 25-minute online survey via the link below

Please click on the following link to participate:

[https://Ipsos.com/BOLD LINK/Link-ToSurvey]

• Should you prefer to complete the interview telephonically, an Ipsos interviewer will call you over the next few weeks to schedule an appointment at your earliest convenience

Terms of participation:

• The survey is confidential and conducted solely for research purposes. We are not selling anything
• Our privacy policy and details on how your data will be used can be found here: https://www.ipsos.uk/Productivity

We have put together a guide explaining some of the questions that are asked as part of the survey in case you would find it helpful to read through these beforehand. This can be accessed by clicking on this link: Datasheet guide

Should you have any queries about the research, please email UK-PA-DSIT-DataUse-Productivity@ipsos.com or contact Ipsos UK on 020 3059 4967.

To access the results from the previous survey, please click on the following link:

We look forward to your valuable contribution.

Kind regards,

Stella Fleetwood

Director

^{[footnote 8]}

Online reminder 3

Subject: Last chance to participate in the DSIT data use research

Dear Sir or Madam,

We wrote to you recently to invite you to take part in a survey about data use and productivity in UK businesses. It looks like you have not had a chance to get started yet and the survey will be closing soon!

Please click on the following link to start the survey:

[https://Ipsos.com/BOLD LINK/Link-ToSurvey]

Your perspective is invaluable, and both Ipsos and the Department for Science, Innovation and Technology (DSIT) would greatly appreciate your involvement.

The study is an important piece of strategic work for the Government that will investigate the links between productivity and data amongst UK businesses. The findings will play a significant role in shaping policies that encourage national growth and provide enhanced support to businesses. Once the study is completed, the results will be accessible on the Gov.UK website.

As a reminder, we are keen to speak to a range of UK businesses - your business does not have to have particularly advanced data practices to participate.

Terms of participation:

• The survey is confidential
• We are not trying to sell you anything. The survey is for research purposes only
• You can find how your data will be used and our privacy policy here: https://www.ipsos.uk/Productivity

If you have any queries about the research, please email
UK-PA-DSIT-DataUse-Productivity@ipsos.com  or contact Ipsos UK on 0800 2980 841

To access the results from the previous survey, please click on the following link:

We look forward to hearing from you.

Kind regards,

Stella Fleetwood

Director

12 Appendix F: Further information

The Department for Science, Innovation and Technology would like to thank the following people for their work in the development and carrying out of this research and for their work compiling this report:

• Stella Fleetwood, Ipsos
• Jono Roberts, Ipsos
• Natasha Angus, Ipsos

This work was carried out in according with the requirements of the international quality standard for Market Research, ISO 20252.

1. Figures for this table might not always add up to 100% due to rounding adjustments ↩ ↩² ↩³

2. Please note that the quota table includes combined panel and fresh sample quotas ↩ ↩²

3. Number of leads before cleaning ↩ ↩²

4. Excluding panel leads ↩ ↩²

5. Please note the total includes panel as well as the fresh sample ↩

6. Percentage calculated out of total response rate per business size ↩

7. Percentage calculated out of total response rate per business sector ↩

8. This email and all attachments it may contain are confidential and intended solely for the use of the individual to whom it is addressed. Any views or opinions presented are solely those of the author and do not necessarily represent those of Ipsos and its associated companies. If you are not the intended recipient, be advised that you have received this e-mail in error and that any use, dissemination, printing, forwarding or copying of this e-mail is strictly prohibited. Please contact the sender if you have received this e-mail in error or Unsubscribe if you do not want any further contact from Ipsos about this research project. (Reference Number: 24-062010-01) ↩ ↩² ↩³