The study methodology is mixed methods, with several sizeable quantitative surveys (pre and during the COVID-19 pandemic) alongside observational and qualitative research with parents and families. This report integrates findings from the following strands of research:
- Face-to-face survey (December 2019 - January 2020):
A nationally representative face-to-face survey to provide robust, reliable and representative statistics on the views of the UK population. In total, 3,733 respondents were interviewed face to face. To allow analysis by nation, and by parents of 0 to 5-year-olds, more interviews were carried out among these groups. Findings discussed throughout this report are from this survey, unless otherwise stated.
- 5 Big Questions (January 21st - February 21st, 2020):
An extensive public survey with over half a million people responding; 435,141 of which were from the UK.* An online questionnaire was shared as an openlink, so everyone was welcome to provide an answer. The intent of the ‘5 Big Questions’ was to spark a national conversation about the early years. The survey received a large response however it was not intended to be representative of the UK population as it simply reflects the views of those who took part. Findings from the 5 Big Questions are shown in blue boxes throughout the report.
- Explanatory qualitative research (February 2020):
In-depth qualitative interviews with 40 parents of a 0 to 5-year-old who had taken part in the face-to-face survey, and an online community** to explore findings in more depth. Findings from this aspect of the research are described as ‘conversations with parents’ throughout the report.
- Observational research (September-October 2019):
“Ethnographic research” with 12 families and 4 community leader interviews. Researchers immersed themselves in the home environment of families, following their daily routines to gain a detailed understanding of their attitudes to bringing up children. Case studies from this strand are presented throughout the full report in grey boxes.
- Online survey (October 2020):
The strands of research described above were conducted between September 2019 and February 2020 before the coronavirus pandemic in the UK and worldwide. An online survey of 1,000 parents of 0-5s was carried out in October 2020 to identify any changes in parents’ experiences of the preceding 6 months, when the COVID-19 pandemic has been affecting every aspect of life in the UK. Reflections on parent attitudes over the period of the pandemic are shown in green boxes.