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.

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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

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

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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

$ $$

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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

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

TECHNOLOGY IS NO LONGER A BARRIER

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

Once in a while, remember to dial!

B r i a n F o w l e rC O O , C F M C

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