Why are market research telephone interview campaigns increasing in popularity among businesses?
Telephone data collection can provide valuable insight and 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?
A telephone survey is 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 market research 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. Most people who are willing to participate in a questionnaire which takes little more than five minutes of their time.
This means we have to decide on which questions to include and how to phrase them so that the person we’re speaking to can give us the information you want in the shortest space of time.
We then create a screen which our market research telephone interviewer can use for fast data collection and adding information to each person’s record.
Prior to the first phone call, a script manager phrases the questions and structures the conversation in such a way that calls flow naturally and rapport can be built easily.
Telephone Market Research Benefits
What does your target audience want from you?
You can increase your chances of finding new customers and generating revenue by having a full understanding of what potential clients consider customer satisfaction.
- What are their opinions about your company?
- Do they see your products/services as quality?
- Do they think that you’re too expensive or cheap?
- Is your external marketing clear enough?
How do they view your competitors?
Whether you’re looking to protect your existing market share or take it from others, what are your competitors’ main strengths?
Even if what you offer is better, why do they win the business? And what are your competitors doing wrong?
- Which products do clients value the most?
- Where are failings in competitors’ after sales?
- Are competitors’ products/services up to date?
- Shortcomings in competitor value propositions
Researchers with listening & conversational skills
The decision makers in your target audience lead busy lives, and we’ll be interrupting their time for a phone interview about your company.
Our trained interviewers open far more meaningful conversations, that offer value to both sides.
- Experienced, intelligent brand representatives
- Powerful opening to stimulate conversation
- Adept at identifying/recording important points
- Fully briefed on desired campaign outcomes
Always be up to date with your research campaign
Although we’ll help you interpret the findings at the end of the market research project, you’ll be able to watch as our skilled staff conduct interview sessions in real time.
See when calls are being made and watch live when respondents’ notes are added to.
- Log in live to monitor campaigns progress
- Download every telephone call in highest listening quality
- Monitor response rate
More Than Words note – If you want us to use our telephone interviewing services for customer satisfaction surveys to speak with your existing and lapsed clients, please click for more information on our telephone surveys.