Presented by Allen Porter and Malgorzata Mleczko as part of the NewMR 'Collecting Better Data' webinar event.
Access the recording of this presentation via NewMR.org/Play-Again
Presentation Description
To collect better data. What does it mean?
Everybody has an opinion. We do too.
In this presentation, we focus on the multi-mode aspect. Listen to this session to get insights in adopting an authentic mode-independent approach to designing your studies and how it can significantly improve data accuracy across your organization.
Why think outside of the mode? A multi-mode strategy enables researchers to meet their target demographics and control data collection operations to minimize costs and/or project schedules.
The mix of technology allows phone interviewing to be added at any point in the study without compromising the performance of either collection mode. Field operations have access to the right tool for each job at any time. Researchers gain the flexibility to design data collection strategies that suit each job rather than suit the technologies at hand.
There are five main quantitative methods used today: in-person interview, phone interview, IVR interview, online questionnaire, and paper questionnaire mailed to the recipient.
We will focus on how the right combination of these methods can significantly impact the accuracy of your result.
We will touch upon aspects like:
Enhancing the customer experience
Improving your Return On Investment
Increasing the reach of your audience
Enriching your data with in-depth insights
Looking for questionnaire- and mode-specific ambiguities
Improving Customer Service
Researchers have tried abandoning or reducing phone-based data collection because spanning technologies and managing the mix of technologies and organizations has been proven difficult to manage. However, technology barriers are coming down and researchers should consider the strategic value of phone research to reach seniors, minorities and other vital segments.
Without the phone in the mix (CATI or IVR), specific demographics have suffered under-representation.
Data collection strategies that embrace a multi-mode approach can enable researchers to break out of any boxes, silos or myopic policies and allow them to field research any way they want.
5. 5
Global Business Unit (Survox + Nebu)
Focus on MR Software Solutions
Multimode Data Collection (CATI, Web, IVR, CAPI)
Cloud & On-Premise
Voice of the Customer solutions
Dedicated Operations Organisation
Hungary Technology Hub expansion
Customer Retention and Expansion
Platform, Tools and Cloud Services Roadmaps
Choice, Reliability and Customer Success Culture
Global Sales, Support and Service (US, EMEA, APAC)
DIY and Fully Managed Services solutions
Enghouse Interactive
Market Research
& Communities
Market Research & Communities
9. 9
Five main
quantitative
methods in the mix
Historically, reservations due to technological limitations
Then, it generated costs due to re-developments and aggregating data for analysis
Today, technology span modes, technology, vendors and organizations
Phone interviewers in your or partner’s call center, or home based and interviewer-less surveys online or IVR
Single survey can be used to gather insights with a variety of collection modes and audiences
10. 10
Benefits of multi-
/mixed-mode
Meet target
demographics
Control all mode data
collection operations
Stay withing
schedules
Minimize costs
No compromising of other
modes’ performance
Access to the right tool
for each task
Flexibility in designing data
collection strategies
Add a new mode to at
any point
Reach quota
faster
Weight data no
more
12. 12
Improving your
Return On
Investment
Using one mode can lower the ROI as one group can
be over-surveyed or under-surveyed
Improving Your Return
On Investment
Differentiating modes help you to manage budgets
(online will lower costs, while CATI will bring deep
insights from segments you care most, IVR takes the
best of both worlds)
Using multiple modes helps to extend reach, meet quota
faster, lower projects’ costs and keep deadlines
13. 13
Increasing the reach
of your audience
Chosen mode impacts the capability to reach specific demographics (preferences, internet and
landline coverage)
Increasing the Reach
of Your Audience
Only about 21%
of email is
opened.
Web-based survey offer less control over managing demographics
Web-based survey depend heavily on respondent initiative
Phone surveys helps to meet quota faster and reduce the need to weight data
14. 14
Enriching your data
with in-depth
insights
One mode does not fit all folks
Enriching Your Data with
In-Depth Insights
Capture insights with consideration of value to the business
Prioritize respondents’ whose opinions are most valuable
One survey deployed across different modes with extended question to a subset for
subset or specific demographics/audience type
Capture Voice of the Customer by adding qualitative aspects to quantitative studies
Non-response bias, including non-contact and refusal
Rich Data Guide the participant through the interview for
more in-depth research.
Mode Bias and Questionnaire Testing Analyze how responses differ by mode – Test for
ambiguities and issues with word choice.
Improve Customer Service If a customer service issue is discovered, the
customer can be passed directly to a service
representative.
Representative Results Targeted calling requires a replicate sample of
responses for early insights.
Why Else Make Phone a Part of Your Multi-Mode Strategy?
16. 16
Improve Customer
Service Improving
Customer Service
RESEARCH TYPE DESCRIPTION MODE
Post Transaction
Follow-up
Generally conducted after a customer calls
into a support center to get help or an
inside sales desk to place an order.
1. Transfer from agent to IVR
2. Customer information is used to place IVR
outbound calls to the customer.
Point of Sale
Experience
Customer visits a store and purchase
something – a latte, a pizza, etc. Often an
incentive is offered for the customer to
provide feedback.
ONLINE & IVR - The sales receipt is printed with
a URL and an 800# to enable the customer to
provide feedback and collect their reward
[points, cup of coffee, etc. ]
Loyalty Program
Member Survey
Member profiles often allow customers to
indicate their preferred method of
contact
Whenever a survey goes out to members, they
are either given a choice of URL or 800# or the
sample is divided by preference and the
outreached is done on that basis.
Many Enterprise Feedback Management (EFM), Voice of the Customer (VoC) and Customer Experience (CX)
research will benefit from providing customers with a choice of feedback mechanisms
17. Q & A
Ray Poynter
NewMR
Allen Porter
Enghouse Interactive
Malgorzata Mleczko
Enghouse Interactive