The document discusses the benefits of multi-mode data collection in market research, highlighting how different methods (CATI, web, IVR, CAPI) enhance accuracy, customer engagement, and return on investment. It emphasizes the importance of flexibility in data collection strategies to adapt to varying respondent preferences and demographics while minimizing costs and improving reach. Additionally, it outlines how combining different modes can provide richer insights and better customer service outcomes.

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

2. Sponsors
Communication

3. 3
14th October 2021
Thinking Outside of the Mode
Improving Accuracy by Choosing a Multi-Mode

4. 4
Who We Are

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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

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Enghouse Interactive
Multi-Tenant
Cloud
Private Cloud
On Premise
Contact Center
Technology Provider

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Public
Canadian TSX
$3.0B
Market Cap
2,400 + Employees 10,000+ Customers
120 Countries
Leader
Reliability & Choice

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Thinking Outside the Mode

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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

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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

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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

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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

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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

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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?

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Improving Customer
Service Improving
Customer Service

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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

18. Sponsors
Communication