need better insights? rethink your research design

NorthWest MRA Bay Area Research ForumMay 8, 2015

Rethink Your Research DesignBrian FowlerCOO | CFMC Survox Solutions

Good data begets great insight.

© Copyright 2015 CFMC | All rights reserved. 204/15/2023

Are you reaching the right audience?

© Copyright 2015 CFMC | All rights reserved.

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


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


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



Web interviewing


Phone interviewing


IVR*

answering, screening, interviewing

* Interactive Voice Response


+

Multi-Mode Data Analysis

O N L I N E P H O N E + I V R

Why Web?

Why Web?

Speed

Cost Convenience Researchers Respondents

Why Phone?

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

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

Why IVR?

Why IVR?

Speed

Cost Convenience for Respondents Flexibility Push and pull Unattended survey or Agent Partial or complete interview


SURVEY COLLECTION METHODS

DATA SET FOR ANALYSIS

1 1Many!

MULTI-MODE RESEARCH

TALK ISN’T CHEAP

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COST COMPONENTS

SAMPLE

SAMPLE

SAMPLE

TELCO

LABOR

TELCO

PHONE INTERVIEW

IVRINTERVIE

W

ONLINE SURVEY

$ $$

04/15/2023 © Copyright 2015 CFMC | All rights reserved.

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


Saves Time & Labor While Eliminating Inconsistencies

SURVEY CREATION

1 vs. 3 surveys SAVINGS: LABOR & TIME in

preparation. Survey to survey differences eliminated.



1 1Many!

DATA ANALYSIS 1 data set vs. 3 data sets in

various formats SAVINGS: LABOR & TIME

to export & import across solutions

NATIONAL RETAILER | A multi-mode story….



Increase Response Rate | Expand Reach

URL + 800#15% higher overall

70% more Seniors

25% more customers who are…

• Rural resident• Lower income


Offer Engagement Choices

Invitation

URL

WEB Survey PHONE #

In-coming

Call

PHONE Survey

IVR Survey

IVR Screen


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


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….


QUOTA

SAMPLE

SURVEY METHOD

$ ONLINE

$ IVR or PHONE

ONLINE + IVR

ONLINE +

PHONE

Complete Quota Within Budget




1 1Many!

MULTI-MODE RESEARCH

TECHNOLOGY IS NO LONGER A BARRIER

MULTI MODE RESEARCH DESIGNweb & phone


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


Web Instructions Phone Instructions

SET-UP MODE-BASED INSTRUCTIONS


Mode-based Response Data


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




1 1Many!

MULTI-MODE RESEARCH

Once in a while, remember to dial!

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

mailto:[email protected]

THE END

need better insights? rethink your research design

Marketing

consumer cfmc copyright

value survey design

analysis multimode research

unattended survey

research decision

phone interviewing

multimode data analysis

web phone ivr client