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Depth telephone session
SRA Research Group often designs
research that will reveal the attitudes of a narrow
segment of the community. When respondents are geographically
diverse, difficult to recruit or not computer-literate,
the depth telephone session can be a valuable tool.
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SRA Research Group has completed telephone depth sessions
among high net-worth individuals, seasonal residents, corporate
executives, physicians, and community leaders with great success.
Like traditional focus groups, respondents are screened to ensure
qualification, but unlike traditional groups, respondents can choose
the day and time to be interviewed.
To participate, respondents don't have to fight traffic jams or
struggle through inclement weather. They can be interviewed from
wherever they choose: their office, home, even the golf course.
Telephone depth sessions are not meant to replace other qualitative
methods. But when the situation dictates, the trained moderators
at SRA Research Group have found them to be very useful in obtaining
rich and insightful information from audiences that are unlikely
to participate in other qualitative methodology.
For more information, please read CEO Barbara L. Allan's article,
The benefits of telephone depth sessions, published in the
December 2000 issue of QUIRK'S MARKETING RESEARCH REVIEW.
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