What motivates or discourages young adults from participating in population-based surveys?
Report
|Published
This report summarizes findings from an interview study about which factors motivate or demotivate young adults aged 18–25 to participate in population surveys.
Key message
Population-based studies are essential for understanding what promotes health and causes disease in society. They provide researchers with access to large amounts of data over time – something that is necessary to draw reliable conclusions. However, such studies are entirely dependent on participation – including from young adults. In the Norwegian Mother, Father and Child Cohort Study (MoBa), participation among the so-called second generation (young people over 18) is limited.
In connection with MoBa’s 25th anniversary in 2024, a group of young ambassadors was recruited to represent the study. Among other things, their role was to be the public face of MoBa and help highlight the value of participating in research. In April 2024, four of these ambassadors took part as co-researchers in an interview study. The aim was to explore what factors motivate or discourage young adults aged 18–25 from participating in population-based studies like MoBa.
The MoBa ambassadors were actively involved throughout the research process: from designing interview questions and recruiting participants, to conducting the interviews, interpreting the findings, and writing this report. The results provide valuable insight into how future population-based studies can become more relevant and engaging for young adults.
A key finding is that young adults are generally positive about contributing to research – but only if the invitation feels relevant, understandable, and safe. The information must come from credible sources, clearly explain what the study is about, and why their participation is important. Simplicity and time commitment are crucial: everything from questionnaires to sample collection must be easily accessible, quick to complete, and free of technical barriers.
Many young people also appreciate receiving something in return for their participation – whether in the form of knowledge, results, or small incentives. Equally important is the feeling that their contributions are being used and make a difference. This creates a sense of meaning and social value, which is far more motivating than general appeals to “supporting research.”
Another important point is the need for flexibility. Many young adults want the option to choose between active and passive participation – for example, by simply giving consent to the use of previously collected data. Young people's needs and capacities vary, and flexible solutions can make it easier to say yes.
MoBa and similar studies must be better adapted to young people’s life situations, habits, and values to succeed in engaging future generations. This report provides an important contribution to how that can be achieved.