Modern technology has opened up opportunities for collecting survey data throughout the world. Today, there are multiple methods for conducting survey-based market research and the most appropriate mode for any given project is determined by various factors. GeoPoll clients come to us because there are few research agencies that can conduct research, remotely and in emerging markets, with as much speed and accuracy as our team can. In this post, we will explain the research mode known as Interactive Voice Response (IVR) and shed light on what situations make this mode the most appropriate choice for research projects.
Interactive Voice Response, How It Works
IVR surveys use very basic mobile phone technology to connect with respondents. Any phone that can receive a phone call can be used by a respondent to participate in an IVR survey.
With this mode of research, the survey enumerator is a pre-recorded voice message. A series of voice recordings guide the respondent through how to participate in the survey as well as the subsequent question and answer portion. After recording the questionnaire, GeoPoll uses an automated system to send survey invitations to our panel of respondents via phone calls. When the phone call is answered, the voice recording plays through the device and explains to the user that they were selected to participate in a GeoPoll survey. The recording goes on to have the user opt-in or opt-out of the survey, then proceeds to the question and answer portion if the user is interested in participating.
Respondents provide their answers to the opt-in message and the survey questions by keying-in their answer choice on their phone’s keypad. GeoPoll receives the survey responses that were keyed-in by the respondent. When enough respondents have completed their surveys, GeoPoll can go ahead with organizing the data for analysis.
Pros Of IVR
Interactive Voice Response is a wonderful mode of research when a project requires survey responses from illiterate populations because it requires no reading by the respondent. Also, due to advances in technology becoming more widely available in emerging markets, basic phones that contain call and text message capability have become affordable to the average person, even those living with very little income. The accessibility of affordable basic technology is key in this survey mode because it allows for IVR surveys to reach people across many socioeconomic groups.
Cons Of IVR
Interactive Voice Response surveys, although cost effective, typically have a longer turnaround time from survey dispatch to project completion. If you have a project requiring a quicker turnaround where you also need to reach illiterate populations, Computer Assisted Telephone Interviewing, known as CATI, is is the best choice. CATI surveys also reach illiterate populations through voice on mobile, yet the enumerators are speaking with respondents live, rather than through a recorded message like IVR surveys.
To learn more about GeoPoll’s research modes, download GeoPoll’s Guide to Conducting Research in Emerging Markets. There you will find full descriptions of the pros and cons of GeoPoll’s various survey modes, as well as information on special considerations to make when performing research in emerging markets. GeoPoll offers a variety of remote, mobile-based survey research mode options to clients.
(From GeoPoll blog).