The challenges of reaching out by phone
In early May 2024, The Times published a front-page article revealing that 1 in 4 adults aged 28-34 never answer their phones. Most of this group admitted they would ignore a ringing phone, though some mentioned they would respond via text. For those of us in market research or sales within the environmental technology and services sector, this statistic likely comes as no surprise. It highlights the growing challenges of using the telephone to engage with our audiences.
The shift away from the telephone as the main method of communication
For decades, the telephone has been the preferred method for reaching clients, potential clients as well as interviewees. However, recent years have shown a shift in willingness to engage through this medium. Reflecting on my 30+ years in the industry, I see evidence that the UK and much of Europe are following the USA’s trend, where phone contact is now more miss than hit. At Leading Edge, we’ve observed this in recent projects involving cold calls for customer and market research. Increasingly, we encounter voicemail rather than a live person, a trend long familiar to those working across North America.
Mobiles…a key factor in this decline
The move from fixed to mobile lines, and the greater control users have over incoming calls, is likely to be a significant factor in this shift. With more people working remotely, it’s easier to screen unwanted or unknown calls. Despite this, the telephone remains a highly effective tool for obtaining high-quality information, especially for environmental and energy companies conducting Voice of Customer or NPS (Net Promoter Score) projects. A skilled interviewer can break down barriers and delve into specific issues, providing a cost-effective solution.
Strategies to improve the effectiveness of telephone research
So, how can we ensure the telephone continues to deliver as a high-quality medium for information? Here are several suggestions:
- Leverage Client contacts: For projects involving current or past customers or prospects, ask your client to alert the individual to your call. While this doesn’t guarantee success, cultural differences for example can still pose challenges, it can reduce recruitment costs and improve the quality of information received.
- Utilise third-party sources: When making cold calls, use available third-party resources to find the right contact. LinkedIn is particularly helpful, as are online searches with specific phrases to narrow down the subject area thereby increasing the chance of success.
- Employ multiple contact methods: Be prepared to use various methods to establish initial contact and set up the call. I often request clients to provide an e-mail or will guess one, to make an introduction. I’ve equally used LinkedIn and Twitter in some cases to ‘break the ice’.
- Adjust your approach: Tailor your approach based on the project. Showing your telephone number, for example, can present particular issues. For example, when speaking to gardeners in a specific county in the south of England, we used a non-geographic mobile number to disguise the fact we were not local to that area. For a recent European project in France, we opted for a French VOIP telephone number to set-up and conduct interviews.
- Optimise your opening: Getting an answer is just the beginning. You typically have 10-20 seconds to make a professional and polite introduction before starting the interview. Key points to cover include why you’re calling, whether now is a convenient time or if another time should be scheduled, and if it can be disclosed, who you are working with.
- Consider the interviewee’s time: If the interview is likely to exceed 15 minutes, consider offering an incentive. To keep costs down, we often ask clients if we can share summary feedback with those who assist with longer research calls. For consumer interviews, a financial reward like a voucher can be equally appropriate.
Conclusion: telephone research can deliver a balance of quality and cost
While the telephone may not be suited for every occasion, using some or all of the above tools means that when it is you can be sure that you will maximise both quantity and quality of information you receive. We strongly believe in the balance between price and quality that telephone offers, especially for those working in the environmental and energy sectors where contacts are limited and working with a tight sample is common. If this pragmatic approach can deliver the market insights you require, then let’s talk.
The find out more about how Leading Edge can assist with your research requirements contact us on 01252 279990 or contact us.
Chris Hadley
Lead, Environment and Energy
