Faria Rahman of OpenView Labs, the strategic and operational consulting arm of Boston-based OpenView Venture Partners, shares some good advice about when it is appropriate to use phone interviews to gather accurate market research data. The entire article, “When Do Phone Interviews Make Sense for Market Research”, is available online.
“If the type of research you’re doing is complex…
Phone interviews can be much more effective if you’re doing a study that requires your respondents to answer multi-step questions (e.g. implementing an enterprise application). That’s because it is far easier to walk each respondent through the set of questions over the phone. In a focus group environment, that process will get confusing and chaotic.”
Faria references the blog article, “10 reasons to chose telephone interviews over focus groups” by Jacob Brown of In-Depth Technology Research, to drive the point home regarding the advantages of one-on-one phone interviews versus focus groups — which sometimes turn into “group think.” Read more