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Tag: methodology

CATI IN 2019: Battling Declining Response Rates

The transition away from telephone interviewing is well underway. Online polls now make up the principal source of data on consumer opinion surveys, with CATI projects largely being relegated to B2B audiences, historic tracking studies and geographic areas that lack online representation.

online polling Although online has now become the preferred methodology for most due to its attractive price point, it still poses a lot of questions in the subjects of quality and representation. The absence of a clear set of standards for online research, in particular online polling, has led to many questions about the reliability of the results that are shared.

Whilst journalists are now more likely to cite online polls as a reliable source of data, it is still unclear in many cases how these polls are fielded, and if the sample composition is entirely dependable.

Of course, traditional live-interviewing telephone polls have been facing their own challenges as of late. As the cost of labor has increased, so too has the average cost per telephone survey, and as consumers turn away from landline phones in favour of cell phones, response rates continue to decline. To further complicate matters, phone response can vary greatly within different demographic groups.

phone survey There is substantial evidence that phone interviewing is inherently less biased than opt-in panels. For one, randomly dialling both landline and cell phones puts you in touch with a consumer that may or may not know about market research and hasn’t voluntarily opted into a research-based panel. Secondly, a phone approach provides access to segments of the population that are traditionally under-represented on online panels including younger males, visible minorities and senior citizens.

As consumers continue the trend of ditching their landline in favour of a cell phone only household, sample and interviewing techniques must keep pace in order to ensure that a CATI methodology remains representative and that response rates remain high.

Here are three things to consider when conducting your CATI project.

 

Cell Phone vs Landline

An RDD (Random digit dialling) approach is effective in some cases, but as households move away from having a landline in their home it’s now more important than ever to ensure cell phone sample is included in your sample mix. Based on the latest data, a 60% land line, 40% cell phone sample split is ideal. This blend will ensure that you’re reaching cell phone only households which tend to skew younger in age.

 

Maximizing Your Success with Targeted Audiences

Does your project contain visible minorities, or perhaps those who are considered to be affluent? You can dial blindly amongst the general population in the hopes that these individuals will fall out naturally. However, chances are that these audiences are more likely to have unlisted numbers which would not be included in general landline dialling. For these groups a targeted sample list approach might be best. Targeted sample lists contain appended demographic data which is sourced from 3rd party consumer lists and databases. This increases your chances of connecting with your desired audience and you can boost your overall target numbers.

 

Making Your Survey Relatable and User Friendly

In addition to targeted sample, it’s also important to consider the overall framework of your project to ensure that you are making it as easy as possible for participants to take part. If you’re dialling visible minorities are you using interviewers that speak the language? Are you dialling from a local number as opposed to a toll free number. Is the survey itself accessible?  The more relatable you make your survey to participants the higher participation and cooperation rates will be.

 

Some people say phone is dying. I prefer to look at is as a metamorphosis.  As consumers habits change, so too must our research practices and approach. At the end of the day, the goal is to ensure high quality response rates and by following the 3 steps above you’ll ensure that your phone projects continue to be well rounded and balanced.

 


About Chris Connolly

2018 Color headshot Chris Connolly, Vice President of Research Services at The Logit Group is persistently focused on providing superior value and experience for each client relationship. With over 20 years of industry experience serving in leadership roles for both technical groups and project management teams, he has a proven track record of success.

Getting the Best Out of Your Customer Satisfaction Program

In the last decade, there have been significant changes to how researchers define “customer satisfaction,” as well as how they use this metric.

Also known as CSAT, customer satisfaction measurement has evolved over time, largely spurred on by technology. It has moved from point-in-time to real-time, from anonymous to linked, and from brick-and-mortar to multi-channel. Throughout these changes, the basics behind a customer satisfaction program have remained essential—gather data to help a client turn opinions into actionable learnings and insight.

At Logit, we collect data in different ways, depending on the client’s customer database or research requirements. We offer the capabilities to execute different methodologies to reach different customer audiences, including phone interviews, online surveys, onsite interviews, and mail surveys.

When considering customer satisfaction surveys, you first have to think about the customer journey and put yourselves in their shoes. For example, how would you like to receive a survey? When would you like to complete a survey?

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The telephone interview has always been an in-demand service from clients who have contact lists. Nevertheless, we see declining participation rates. Fewer people want to take part in comparison to a number of years ago.

On the other hand, online surveys are rapidly gaining momentum. Depending on the survey length, this methodology can be relatively quick and error-free for the client and the participants. It’s similar when thinking about onsite interviews—we always recommend the survey length be no longer than five minutes. These types of interviews are great for clients who may not have a customer list, or for clients who want to understand the opinions of consumers who may not actually purchase a product from the store.

Depending on your data collection instrument (i.e. phone or on-site), it is always important to think carefully about the identity of the client and the values of the brand. At Logit Group, we ensure all interviewers are trained to represent the brand well.

Making it work
Once you have decided on your methodology, you still need to ensure that it is actionable for your customer satisfaction program.

Connect the dots
Consumer responses and their data must be connected to the specific transaction, if one was made. This means each function of the business can receive specific feedback.

Ask yourself: Are you being clear?
When I look at reports, I always think: “Is this data actionable, and is it written in language that easily understood?”

Data and reporting should be clear and simple to understand. Many clients actually provide real-time shared customer experience information to their internal staff because experiences can change from day to day, month to month, or season to season.

Pause for reflection
A customer satisfaction program should not be left alone for years but reviewed every six to 12 months to ensure it is generating ROI and actionability across the entire organization. You need to ask your internal stakeholders what they think of the tools and the dashboards offered. Their feedback allows you to make effective changes to your approach, making certain it is always relevant to the current state of business.

Things to think about…
Almost all organizations have a customer satisfaction program. From my experience, no two are the same and the ideal approach will be unique to each company and its stakeholders, both internal and external.

Once the CSAT program is in place, the data is used to help evolve your products or services, you still need to ensure your customers understand what is being changed and why. Again: Never forget the customer journey. They are taking time out of their day to help you, so if you have altered something because of their feedback, then you need to make sure you not only tell them what actions have taken place because of their opinions and close the loop, but also thank them for their participation and feedback.

 


About Oscar
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Oscar Fernandes serves as the VP of Sales & Client Services at Logit. For over 25 years he has helped his clients execute successful CSAT programs, both online and over the phone.