News & Views

IVR data collection continues to surprise me. Before explaining why, let’s take a step back and let me quickly explain what data collection via IVR looks like. An IVR survey consists of a series of pre-recorded  questions, administered via phone. As an example, a “likelihood to recommend” question could be asked as follows:

How likely would you be to recommend [brand X] to a friend or family member on a scale of 1 to 5, where 1 means “Not at all likely to recommend” and 5 means “Extremely likely to recommend”? Please press any number between 1 and 5.

Last summer, Sports Illustrated writer Richard Deitsch sent out a Tweet asking people to share a photo of the best moment of their lives. The response was overwhelming and covered by many of the mainstream media outlets. Wedding pictures, pictures of moms and dads holding their first child, miraculous hospital recoveries, and many other occasions passed the scene. What struck me though was that all the pictures followed three main themes: love, family, and health.

In today’s society where 70% of Canadians and 90% of Americans have a mobile phone , having a survey which is just as easy to complete on a tablet or smartphone is of equal importance to the experience of completing one on a desktop or laptop had traditionally been for those wishing to conduct web-based marketing research.