How to improve Interviewing Techniques in Field-based Research

Webinar

Context

At the coal-face of market research are interviewers conducting research whilst confronted with real-world problems. Without proper training, the stresses of real-world problems can result in poor data collection, poor quota targets and a high turnover of field interviewers within the company.

The interviewer needs to be equipped with a set of skills which will allow them to produce consistently high standards of research in the field. Much of this comes down to the interviewer being able to create a strong relationship with the respondent and being able to manage the interview in order to achieve accurate results.

This webinar will explore some of the issues that interviewers have and how the interviewer can develop their skillset to achieve successful outcomes for them and the company.

Who would benefit

• Market research agencies / companies with a field interviewing team.
• Research creators - anyone responsible for scripting / building a survey for face-to-face interviewing.
• Individual interviewers themselves.

Objectives

• To provide a clear understanding of the problems interviewers face in the field and why.
• To outline a specific set of skills interviewers can utilise to:
  • recruit respondents
  • set the scene for a professional interview before the interview has started
  • manage respondent problems / issues as they unfold during the interview
  • target specific social-demographic groups by looking for kerbside "clues"

Learning outcomes

• Attendees will be left with a better idea of how to train field interviewers on their doorstep approach, to allow them to achieve a higher hit-rate in the field and produce better quality interviews.
• Attendees will gain an improved understanding of how their survey scripts, briefings and field management can be better tailored for field interviewers.