YouGov's internal review found that some survey respondents were fraudulent, according to major media reports. Quality control measures to remove fraudulent responses were not applied due to human error, and the company says tools to eliminate data from bogus respondents were not administered optimally. The original report claimed that 4% of surveyed 18-24 year olds in 2018 were Christian and attended church at least monthly, rising to 16% by 2024.
This 'Quiet Revival' report was widely reported on and became accepted discourse among many Christians. Academics questioned the findings, pointing out inconsistencies with other data showing long-term decline in church attendance. Experts said YouGov's methodology, using volunteers paid cash rewards, was vulnerable to bogus respondents skewing data.
YouGov repeatedly assured us in private before publication, and several times in public following publication, that the results were reliable.
The review of figures was conducted due to ongoing scrutiny of the work. The Bible Society says it is frustrated and disappointed, and that YouGov repeatedly assured them the results were reliable. YouGov acknowledges it does not have evidence for the reported increase in church attendance among young adults.
The retraction highlights concerns about data integrity in survey research, particularly in studies with high-stakes implications for religious and social policy. It remains unknown what specific fraudulent activities the bogus respondents engaged in to skew the data, how many fraudulent responses were identified in the YouGov survey, and what corrective actions YouGov will implement to prevent similar errors in future research. The impact of this retraction on public discourse and policy decisions that referenced the 'Quiet Revival' report, as well as any legal or financial repercussions for YouGov or the Bible Society, are also unclear.