For participants

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Have you been selected to participate in the 2021 Media Barometer survey?

Welcome! The Media Barometer is an independent annual survey that sheds light on how the Swedish population uses media on traditional and digital platforms on an average day. As a participant in the survey, you are contributing to the continuing research on Swedes' media use.

The Media Barometer was first conducted in 1979 and has since been conducted every year. The main purpose of the survey is to describe trends and changes in people's use of media. Your participation in the survey contributes to a resource that increases knowledge about our entire Swedish media system.

 

Have you been invited to participate but don’t speak Swedish?

The Media Barometer survey is carried out in Swedish only. If you have received an invitation to participate in the survey but feel your level of Swedish is inadequate to understand the questions, we would greatly appreciate it if you would let us know. We will then remove you from the survey, which means that you won’t get any reminders from us. You can find our contact information at the bottom of this text.

 

Who is responsible for the survey?

Since 1994, the Media Barometer has been carried out by Nordicom at the University of Gothenburg on commission from the Swedish Ministry of Culture. The survey is part of the ministry’s continuous efforts to map the Swedish media development. The results of the Media Barometer survey provide important knowledge for the formation of Swedish media policy.

 

How is the survey carried out?

The Media Barometer is a sample survey. Prior to each survey, a random statistical sample of people aged 9–85, living throughout Sweden, is drawn from the population register. Work is currently underway on the Media Barometer 2021. The survey is conducted both online and via telephone. The Media Barometer 2021 includes about 25,000 people in the sample. Participating in the survey is, of course, completely voluntary.

 

How do we handle your answers?

The work of administering the survey is carried out by Origo Group on behalf of the University of Gothenburg. The Media Barometer 2021 is implemented in accordance with Swedish data protection legislation, which is secured through a personal data assistant agreement that binds the parties to comply with the law required by the General Data Protection Regulation (GDPR). The answers from the survey are processed so that unauthorised persons cannot take part in them. Address information is retrieved from the State Personal Address Register (SPAR) and is only needed as long as the collection work is in progress; they are destroyed at the end of the fieldwork. Once the answers have been de-identified, they cease to be personal data, because they can no longer be traced back to any individual person. The answers are processed and reported only as statistics, that is, as figures in tables and diagrams.

 

Do you have more questions about your participation?

If you have been selected to participate in the Media Barometer 2021 survey and have questions about your participation, you are welcome to contact Origo Group either via e-mail to support@origogroup.com or by phone at +46 8 591 23 650, weekdays between 8:00–17:00.