Getting The Most From Telephone Market Research

You know the drill. The phone rings, you answer it and a monotone voice says:

'Hi, I'm calling from ABC Limited. Do you have a couple of minutes to answer some market research questions?'

At this point, it's tempting to hang up. Surely this kind of approach doesn't work - everyone is fed up with these calls so no one will answer the questions.

Well, you are partly right. There are a proportion of any target audience that will not be interested in answering telephone market research questions.

However, with the right approach and careful selection of the target audience, tthis kind of research can be very successful.

Here are four of the most critical factors to consider:

1) You need to understand what you are trying to discover before you start. Obvious, but you'd be surprised at how many projects commence with no structure or understanding of what's needed.

2) Telephone market research needs to have a target audience. The selection of the target audience is the single biggest flaw. Bad selection will never make a successful project.

3) The quality of the telephone interview must be top notch. Cutting cost and getting the office junior to make the calls may seem like good sense - but it's not. Telephone market research needs careful telephone skills and subtle techniques to guide the call along.

4) The length of call is important. The quality of the information gained and the motivation of all involved will wain after 15 to 20 minutes. Ideally, the timescale should be 8 to 10 minutes with an opportunity for the call to expand - if the respondent deems it so.

For more information on telephone market research, please click the link below:

telephone market research derby

Derby lies on the banks of the River Derwent in the East Midlands.

Derby and Derbyshire were centres of Britain’s industrial revolution, which in the 18th century saw many cotton spinning mills being opened.

The beginning of the following century saw Derby emerge as an engineering centre, with manufacturers such as James Fox, who exported machine tools to Russia.

This tradition has continued, with Derby’s two biggest employers being Rolls-Royce and the Toyota Motor Corporation both being in the engineering manufacturing trade. Other companies include Bombardier, who manufacture train systems and aircraft, and Alstom, who manufacture large power plant boilers and heat exchangers.

Derby’s central location means it has extensive transport links with other areas of the country, the M1 motorway passes ten miles to the east of the city linking south to London and north to Sheffield and Leeds, making it ideal as a distribution centre.

East Midlands Airport is situated about fifteen miles from Derby, with services to a variety of internal and European destinations.

Derby is home to the University of Derby, which has two campuses, the main one lies on the A38 opposite Markeaton Park with a second campus in Buxton, known as the Devonshire campus, a grade II listed building which has a dome over 145ft in diameter, bigger than that of St Paul's Cathedral in London.