Web Assisted Telephone Interviews
A Web Assisted Telephone Interview is a combined Internet and telephone interview. The process is particularly effective when a telephone interview is appropriate but the respondent needs to be shown stimulus material.
When used for quantitative research it provides for a greater depth of feedback than a telephone interview only and is ideal for both proven advert recall (by placing the actual adverts in front of respondents at their desktop) as well as gaining significantly more informed opinions of brand perceptions.
The process:
- Respondents are firstly telephoned and an appointment for an interview made.
- On the telephone call-back the respondent logs onto a web site for a proportion of the interview.
- The web site contains all of the images to be evaluated, such as product designs or concepts for proposed advertisements.
- Multiple images can be evaluated in a single virtual medium.
- The process enables greater numbers to be interviewed and at greater distances than with focus groups and enables accurate detailed information to be obtained quickly and cost effectively.