Laura is a Principal Social Researcher and the Data Collection lead for the UK Government Data Quality Hub (DQHub). Although based at the Office for National Statistics (ONS), the remit of her role extends to improving the quality of all data across government. Laura is an expert qualitative researcher with over a decade’s industry experience in designing and developing official government surveys. Prior to working in DQHub, Laura led a Research and Design Team in ONS which was responsible for the transformation of its Social Surveys. There she pioneered and embedded a respondent centred approach to survey development which transformed the respondent user experience. Laura has a passion for ensuring data are collected accurately at source, and for bringing respondent needs to forefront of survey design.  Emma Dickinson is a Senior Social Researcher and is the deputy Data Collection lead in DQHub. Emma is an experienced qualitative researcher and a subject matter expert in the collection of socio-demographic information. Prior to working in DQHub she led the transformation of these questions on ONS’ social surveys in the Research and Design Team. There she demonstrated the importance of using respondent centred design to ensure minimal respondent burden and maximum data accuracy during the response process. Before her transformation role, Emma worked in ONS’ Data Collection Methodology Unit and led qualitative research projects to develop official government surveys. Emma is passionate about qualitative research methods and the amalgamation of both traditional and innovative techniques to thoroughly explore a research question.