Phone interviews, a method for deeper insight
Phone interviews are an effective method when you need to understand your customers' reasoning in depth. Through conversations led by experienced interviewers, you get nuanced answers, explanations and insights that don't always emerge in digital surveys. With inQvita's phone interviews you get qualitative data that helps you make safer decisions and prioritise correctly.
What are phone interviews?
Conversations that capture nuances digital surveys miss
Phone interviews are a data collection method in market research where an interviewer asks prepared questions to respondents by phone.
Phone interviews are an effective method when you need to understand your customers' reasoning in depth. Through conversations led by experienced interviewers, you get nuanced answers, explanations and insights that don't always emerge in digital surveys.
Areas of use
When are phone interviews most suitable?
Phone interviews provide more depth and context than a regular survey and are therefore a valuable complement in many studies.
Understand customers' reasoning behind a behaviour or choice
Follow up results from a quantitative survey
Test concepts, messages or ideas at an early stage
Capture experiences, emotions and nuances not visible in numbers
Interview specific target groups or existing customers
Collect feedback after a service, delivery or support contact
Advantages
Advantages of phone interviews
Higher response rate than surveys
Personal contact by phone means more people choose to participate compared to web surveys.
Ability to clarify questions
The interviewer can clarify questions if the respondent doesn't understand, reducing the risk of misunderstandings.
More nuanced and deeper answers
Follow-up questions can be asked directly, providing more detailed information than standardised survey answers.
Better control over the sample
It's easier to ensure the right target group is reached, for example through screening questions during the call.
High data quality
Because the interviewer guides the conversation, the risk of incomplete answers and item nonresponse is significantly reduced.
Personal contact creates engagement
The conversational format can build trust, increasing the likelihood of honest and thoughtful answers.