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Thinking Outside the Mode. Improving Accuracy by Choosing a Multi-Mode Approach

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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.

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Thinking Outside the Mode. Improving Accuracy by Choosing a Multi-Mode Approach

  1. 1. Thinking Outside of the Mode Improving Accuracy by Choosing a Multi-Mode
  2. 2. Sponsors Communication
  3. 3. 3 14th October 2021 Thinking Outside of the Mode Improving Accuracy by Choosing a Multi-Mode
  4. 4. 4 Who We Are
  5. 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
  6. 6. 6 Enghouse Interactive Multi-Tenant Cloud Private Cloud On Premise Contact Center Technology Provider
  7. 7. 7 Public Canadian TSX $3.0B Market Cap 2,400 + Employees 10,000+ Customers 120 Countries Leader Reliability & Choice
  8. 8. 8 Thinking Outside the Mode
  9. 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. 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
  11. 11. 11 Enhancing the customer experience Difficult to engage respondents based on one method only and ignoring their preferences Enhancing the Customer Experience The preferences might vary depending where and when are being contacted Feedback of various nature require different methods, for venting record their input; for in-depth insights go for CATI Flexibility to add a mode during the study, or switch mode during the interview (CATI - online) Branding surveys in all modes (the look and feel, the voice and the theme or respondents’ expectations (boomers vs millennials)) Offer a choice on how, when and where they want to engage © Statista 2021
  12. 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. 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. 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?
  15. 15. 15 Improving Customer Service Improving Customer Service
  16. 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. 17. Q & A Ray Poynter NewMR Allen Porter Enghouse Interactive Malgorzata Mleczko Enghouse Interactive
  18. 18. Sponsors Communication

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