Metrix Matrix conducted research on the effectiveness of their SmartID method, which matches outbound caller ID area codes to respondents. They analyzed surveys of Oklahoma utility customers before and after using SmartID for 405 area code numbers. They found that SmartID did not improve completion rates or reduce costs as expected. Calls using SmartID were more likely to fail contact respondents and the cost per completed survey increased 57.3% when SmartID was used. However, SmartID may still help improve survey coverage overall.