Why are market research telephone interview campaigns increasing in popularity among businesses?
Telephone data collection can generate much more actionable information than online surveys.
If you ask the same respondents the same question over the phone, in online surveys, or face to face, which do you think you’ll get the most useful answers back from?
Which will allow you to conduct an in-depth customer satisfaction survey, while gathering marketing research data?
Telephone interviews have better response rates and offer companies and public sector organisations the most cost effective way of carrying out insightful qualitative research campaigns.
Why conduct telephone interviews to find out what people are thinking?
Telephone interviews are much better for generating high quality market research data than in-person conversations or online surveys.
Although some market researchers prefer an in-person encounter, where they have the ability to view body language for feedback cues, many people stopped by interviewers are uncomfortable with these encounters.
The way that online surveys are conducted presents problems with data collection and the collection of individual opinions.
When online, the answers given by a focus group tend to be much shorter and less detailed.
As a research method, telephone interviews fall in between online surveys and face to face surveys.
For a participant, it’s much easier to end a conversation over the phone than it is face to face so they don’t feel under pressure from the market research interviewer.
Yet speaking on the phone is personal (unlike a web survey) so, with an experienced researcher, a participant is much more likely to open up, especially if rapport can be established.
A phone survey will generate high quality quantitative research, and levels of respondent engagement are a lot higher.
What planning goes into telephone interviewing?
For the best telephone survey results, we first need to understand what it is that you want from your survey.
From there, we need to agree on the structured questionnaire we use for your campaign.