The benefits of telephone market research

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Date: 11 May 2022

An experienced telemarketer carries out telephone market research

Mobile device ownership is estimated to be 5.13 billion people globally according to GSMA real-time intelligence data. That's 66.5% of the global population. For market researchers and small businesses hoping to conduct market research via telephone, this is obviously good news.

With more than half of the world's population being able to communicate via mobile phones, it is likely that the global outbound telemarketing market will continue to grow.

As more market research services begin to offer telemarketing campaign options, any small business monitoring industry trends should be keen to include telephone interviews in their marketing strategy.

The question is, aside from the chance of reaching a large focus group, what are the main advantages of telephone market research?

Information gathering

Telephone interviews are much more effective than in-person conversations or online surveys for generating high quality market research data.

Online surveys pose significant problems for any market research service, in terms of data collection and the collection of prospective customer opinions.

Online focus groups tend to give much shorter and less detailed answers.

In a research context, outbound telemarketing interviews are a middle ground between online surveys and face-to-face interviews.

With telemarketing market research, phone interviews are much easier to end than face-to-face interviews, so potential customers don't feel under pressure.

Furthermore, in contrast to online surveys, a telemarketing call is personal, so participants are much more likely to be forthcoming with an experienced researcher.

Phone surveys generate high quality quantitative data for analysis, and respondents can be more engaged.

Cost-effectiveness

Telephone interviews are much less expensive than face-to-face interviews, especially if your customer base is not nearby.

In addition to saving money on creating, printing, and posting surveys, conducting telephone surveys frees up marketing teams to spend their time more productively elsewhere.

Reducing costs enables a greater number of interviews to be conducted, improving the validity, reliability, and richness of the data collected.

Ensuring quality control

Over the phone, a trained interviewer can ask questions in a way that will ensure a more accurate and precise response.

A phone interview is also recorded, allowing researchers to observe and analyse target market attitudes and behaviours towards controversial issues or new ideas (such as new products or services).

A flexible approach to questioning

When interviewing over the telephone, a specialist B2B market research service agent has a great deal of flexibility in phrasing their questions, which is helpful for both the interviewer and the prospect.

As for telemarketing companies, screening potential targets is simpler through cold calling.

Your agent can quickly confirm that they are speaking to the most qualified individual, allowing them to spend more time on any specific areas of interest mentioned by the participant.

You get more detailed answers than you would probably receive from an online survey, not to mention a higher response rate. This is because respondents can clarify the information with the person conducting the survey.

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