pete.comley
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Posted in: The end of telephone surveys
REPOSTED: I read that article by Jay Leve of SurveyUSA and thought he was going too far. Yes, online research is growing fast but I see the future as a multi-mode world. According to the latest ESOMAR stats, telephone accounts for 18% of all research in the UK (and online 25%). I think in 10 years you’ll still see telephone in the 5-10% range. I am not saying they’ll all be calls over landlines, mobile audio research might increase. I personally favour multi-modal, as life just is not that simple and one size (online) does not fit all. Also come 10 years time, I’m sure some other method of research will have emerged. That said, there will always be some instances when it will be useful to ring people – B2B springs to mind for example. Having said the above, I suspect telephone may well suffer more than face-to-face in the onslaught of online. Finally, reading the ESOMAR report, it reckons that 35% of all research in the US is ‘automated digital/electronic surveys’. It does not define what is included in this, but it must include some automated telephone polls. That could be a sizable US market then which SurveyUSA is predicting will die also. Pete Comley Virtual Surveys