From interviews with 40 prospective customers, you gain statistically significant insights 1 into who will buy the new product and why. These phone interviews, rich in fresh information, can be completed in a fraction of the time involved in face-to-face.
Can contact all potential respondents in the sample
A seasoned phone interviewer can always contact and elicit fresh information from a knowledgeable individual in the sample. Face-to-face interviewing must fit an interview into respondents’ tight meeting and travel schedules. The interviewer often arrives at the meeting and finds the respondent must cancel. The interviewer then usually meets with a less knowledgeable individual.
Respondents are more open about key issues in the interviews
Two behavioral surpises are at work here. The first, Strangers On A Plane (SOAP) 2 deals with the willingness of passengers on a plane ride to share sensitive information with a stranger who they will never meet again. The second deals with the finding that it’s easier to detect and elicit hidden information by listening rather than by looking 3, 4. This power of listening contradicts the commonly held belief that in face-to-face interviews that you can read a person like a book.
Phone interviews can be conducted with knowledgeable individuals anywhere in the world with zero travel expense.
About George Castellion
Since 1985 I’ve used phone interviews to unearth latent needs and valid market opportunities for clients with new product ideas for B2B markets. Call me at 203/323-4075 to start a conversation about how we might work together.
1. (2013) Wheelan, C., Chap. 8, “The Central limit Theorem: The LeBron James of Statistics” Naked Statistics: Stripping the Dread from the Data, W. W. Norton & Company, NY, NY
2. (2011) John, L., Acquisti, A., and Loewenstein, G., “Strangers on a Plane: Context-Dependent Willingness to Divulge Sensitive Information” Journal of Consumer Research 37 pp.858-873
3. (1995) Wiseman, R., Nature 3373-391
4. (2007) Wiseman, R., Quirkology: How We Discover The Big Truths In Small Things pp.45-88 Perseus Book Group, NY, NY