need better insights? rethink your research design
TRANSCRIPT
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NorthWest MRA Bay Area Research ForumMay 8, 2015
Rethink Your Research DesignBrian FowlerCOO | CFMC Survox Solutions
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Good data begets great insight.
© Copyright 2015 CFMC | All rights reserved. 204/15/2023
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Are you reaching the right audience?
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Rethink Your Research Design2015 Bay Area Research Forum
• Representative• Insightful• Inclusive• Respondent-focused
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Data Collection Options
CFMC | Copyright 2014 5
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Research Decision | Which Mode(s) to Use?
COSTS
RESULTS
- Time- Quantity- Demographic
s
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Rethink Your Survey Design2015 Bay Area Research Forum
Silo’d Surveying SOP
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Web Phone
IVR
Client DIY /D.C. Partner
Phone Specialists
IVRSpecialists
Often at odds with today’s communication preferences
In Perso
n
Qual/D.C. Partner
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Rethink Your Survey Design2015 Bay Area Research Forum
Consider Your Audience
Most of us:• Have preferred communication vehicles• Prefer to give feedback when convenient
Why limit the opportunity to provide feedback & input to one channel?
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Strategic value
Multi-mode approach
Research design impact
Technology enablement
Multi-Modedata collection
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Web interviewing
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Phone interviewing
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IVR*
answering, screening, interviewing
* Interactive Voice Response
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+
Multi-Mode Data Analysis
O N L I N E P H O N E + I V R
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Why Web?
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Why Web?
Speed
Cost Convenience Researchers Respondents
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Why Phone?
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Who are you missing?
Who are they? Non-white Over 65 Under $30,000 No high school degree Rural
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13% US adults
43% Age 65+
23% Income < $30,000
24% High School or less
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CFMC | Copyright 2014
Reach the right people
Fill quota & minimize weighting
Complete projects faster
Why Phone?
Reach demographics not accessible online
Validate identities better
Target under-quota segments to complete study faster
Prompt and Probe participants’ responses
Record the true Voice of the Consumer
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SURVEYURL
PUSH
PULLCALL CENTER
Why Phone
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Why IVR?
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Why IVR?
Speed
Cost Convenience for Respondents Flexibility Push and pull Unattended survey or Agent Partial or complete interview
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SURVEY COLLECTION METHODS
DATA SET FOR ANALYSIS
1 1Many!
MULTI-MODE RESEARCH
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TALK ISN’T CHEAP
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COST COMPONENTS
SAMPLE
SAMPLE
SAMPLE
TELCO
LABOR
TELCO
PHONE INTERVIEW
IVRINTERVIE
W
ONLINE SURVEY
$ $$
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CUSTOMERS
New Product Development
Feature TestingPricing Analysis
Customer Feedback
Choice of Mode for Loyalty Programs
Customer Experience
Outbound Follow-upTransfer to Survey
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Differentiate by Value
SURVEY DESIGN
One survey → different groups Short online survey for majority Additional questions for select segments
COLLECTION MODE
Mode → reflects respondent status Online survey the majority Phone interview select segment Visit in-person the elite
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Saves Time & Labor While Eliminating Inconsistencies
SURVEY CREATION
1 vs. 3 surveys SAVINGS: LABOR & TIME in
preparation. Survey to survey differences eliminated.
SURVEY COLLECTION METHODS
DATA SET FOR ANALYSIS
1 1Many!
DATA ANALYSIS 1 data set vs. 3 data sets in
various formats SAVINGS: LABOR & TIME
to export & import across solutions
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NATIONAL RETAILER | A multi-mode story….
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Increase Response Rate | Expand Reach
URL + 800#15% higher overall
70% more Seniors
25% more customers who are…
• Rural resident• Lower income
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Offer Engagement Choices
Invitation
URL
WEB Survey PHONE #
In-coming
Call
PHONE Survey
IVR Survey
IVR Screen
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EMPLOYEES
Workforce Development
Key EmployeesIn-Depth Drill Downs
Employee Feedback
Choice of ModesProactive Sampling
Exit InterviewsKey Employees
Strategic Functions
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Differentiate by Value
SURVEY DESIGN
One survey → different groups Short online survey for majority Additional questions for select segments
COLLECTION MODE
Mode → reflects respondent status Online survey the majority Phone interview select segment Visit in-person the elite
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CITIZENS
Public OpinionPolicy Input
New Policy Testing
Political Strategies
Campaign StrategyMessage Testing
Citizen Feedback
Choice of Modes e.g. Inbound IVR
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Local Government | A multi-mode story….
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QUOTA
SAMPLE
SURVEY METHOD
$ ONLINE
$ IVR or PHONE
ONLINE + IVR
ONLINE +
PHONE
Complete Quota Within Budget
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SURVEY COLLECTION METHODS
DATA SET FOR ANALYSIS
1 1Many!
MULTI-MODE RESEARCH
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TECHNOLOGY IS NO LONGER A BARRIER
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MULTI MODE RESEARCH DESIGNweb & phone
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YOUR CALL CENTER….OR “THEIRS”
SINGLE DATA SET
SPECIALIZED PARTNER
CALL CENTER
ONLINE SURVEYUSER
ONLINE RESEARCHE
R
ONLINE RESEARCHER
CALL CENTER
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CREATE A SURVEY
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Web Instructions Phone Instructions
SET-UP MODE-BASED INSTRUCTIONS
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Mode-based Response Data
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MULTI-MODE DATA COLLECTION
Mode is tracked by “Survey Type”
Start on Web, finish with Phone
Analysis should consider mode and note any suspected mode affects
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Reach all demographics
URL
PHONE
PHON
E ONLINE
Improve customer experience
Use
Offer a choice
#800
Match mode to
value
Finish on
Phone
Gain better insights
Fill quota at lowest costONLIN
E
PHONE
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SURVEY COLLECTION METHODS
DATA SET FOR ANALYSIS
1 1Many!
MULTI-MODE RESEARCH
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Once in a while, remember to dial!
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B r i a n F o w l e rC O O , C F M C
b f o w l e r @ c f m c . c o m4 1 5 - 3 6 9 - 3 0 6 2
W W W . C F M C . C O M
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THE END