SRA Research Group, Inc. -

N E W S & A R T I C L E S

[Cont.] The benefits of telephone depth sessions

How it works

In the mailing piece, potential respondents are given a toll-free number to call if they are interested in participating. When we have several depth telephone projects going on at the same time it can be confusing to identify the caller with the correct project. We have solved that minor internal problem by giving callers an alpha-related "code" name. For example, if the client is the ABC financial institution the caller may be told to ask for Abigail.

Like traditional focus groups, respondents are screened to ensure they qualify. However, unlike traditional groups, depth telephone session respondents can choose the day and time to be interviewed. This can range, and has, from 7 a.m. until 9 p.m., and if necessary Monday through Sunday (though we must admit, we do like to adhere to a Monday-Friday schedule).

To participate, respondents don't have to fight traffic jams or struggle through inclement weather. They can be interviewed from anyplace they choose, their office, their home, even the golf course.

Telephone depth sessions almost always start on time, and have an excellent show rate. Respondents receive a confirmation letter indicating when to expect our call, and are almost always awaiting our contact.

Most projects include 15 to 20 respondents who are interviewed during a five to ten-day period.

The sessions

The discussion guide used for a telephone depth session is the same in terms of content and structure as one used for a traditional group. However, there is a difference: Since there is only one respondent, the interview typically requires 45 to 50 minutes to complete.

In cases where the discussion concerns a household decision, it is acceptable, and very helpful to include both spouses in the conversation. Gone is the question, "How would your spouse react to this idea?" With depth sessions, both members of the household can join in, which makes for a lively conversation and a greater understanding of household purchasing decisions.

Naturally, you will need equipment. First and perhaps foremost is a comfortable chair for the moderator. You will need an audio recorder, audio tapes and, of course, your discussion guide and respondent profile.

Prior to starting the interview, respondents are asked for permission to tape record the interview. Just as with traditional groups, it is very important that respondents fully understand how the research will be conducted and how the discussion will be used. As with any research, it is critical that respondents' privacy be fully protected.

In the very rare instance when a respondent will not allow you to tape record the session (which has happened once or twice in about 200 sessions), your only option is to put yourself on speakerphone, turn on your computer, and start typing.

Some clients like to modify the discussion guide following the first couple of interviews. Therefore, we recommend overnighting a copy of the tape to them after the first session is completed. This ensures that you are able to make any necessary discussion guide modifications before you have completed many interviews.

Obviously, clients cannot view these sessions, but they can and most certainly do listen to the tapes in their cars while traveling. For this reason, we send out copies of the tapes as the sessions are completed.

Incentives

Incentives are a standard part of qualitative research projects, and depth telephone sessions are no exception to this policy. When the respondents are high net-worth individuals and corporate executives, we generally offer an incentive of $150 for 50 minutes or give them an opportunity to make a donation to a charity of their choice. Many take the second option. For projects where the client is identified, clients frequently ask us to send respondents a personal gift as an additional way of saying thank you.

Valuable addition

Obviously depth telephone sessions are not meant to replace other qualitative methods. But they do allow you to obtain rich and insightful information from audiences that are unlikely to participate in other qualitative methods and they are another valuable addition to the marketing research toolbox.

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