The survey sampling strategy was designed to reflect the relative populations of the four home nations of the UK, while at an overall level to provide findings which are statistically robust and reliable (i.e., to +/- 3.1% at a 95% confidence level).

Therefore, the survey aimed to recruit 1000 participants from a total UK population of 66.9 million (mid-2019 estimate), broken down as follows:

- 700 from England (pop. 56.3 million, 84% of the total);
- 100 from Scotland (pop. 5.5 million, 8% of the total);
- 100 from Wales (pop. 3.2 million, 5% of the total);
- 100 from Northern Ireland (pop. 1.9 million, 3% of the total).

A further 33 telephone surveys (excluded from this dataset) were conducted to check for digital bias and the profile matched.