In an era where methodological innovation dominates, it’s easy to overlook tried-and-tested approaches to B2B research. Telephone interviewing has long been a cornerstone of B2B methodologies, offering distinct value within our research toolkit. Its strength lies in the human-to-human interaction at the heart of the approach, often yielding deeper insights than online methods. It’s also more cost-effective than face-to-face interviews.
However, it still requires more investment than online research, and with the rise of sophisticated technologies like dynamic AI probing, some may hesitate to choose this traditional method.
If you’re considering telephone interviews, here’s how to maximize their value:
1. Ensure your interviewing team is fully briefed
Your interviewing team plays a critical role in the success of telephone interviews, but the responsibility doesn’t rest solely on their shoulders. Supporting teams must equip interviewers with the information they need to get the most out of each session.
This includes providing background on the research project (similar to how clients brief an agency), supplying supplementary materials such as glossaries, and conducting a thorough briefing session to walk them through the plan. This is especially important for technical research, where a lack of topic knowledge can lead to missed opportunities for deeper exploration – but it’s also good general practice.
2. Design interviews that are engaging and enjoyable
Researchers often focus more on the respondent experience in online research, assuming that interviewers will carry the process during phone interviews. While the interviewer does have a significant impact, the research design itself plays an equally important role in shaping the respondent’s experience.
When designing questionnaires or discussion guides for telephone interviews, consider the interview length, question style, and the logical flow of topics. A conversation that jumps between unrelated topics can feel disjointed, while repetitive questions – such as multiple rating scales with long attribute lists – can strain rapport.
To refine your design, run dummy interviews with colleagues unfamiliar with the topic. This helps identify areas that may need adjustment to ensure the interview flows smoothly over the phone.
3. Build in flexibility
While not always feasible, building flexibility into your telephone interviews can be highly valuable. This might include allowing interviewers to go off-script and explore topics beyond the pre-agreed question set.
The success of this approach depends on points 1 and 2: interviewers must understand the research topic well enough to recognize what’s worth probing further, and the interview design must be engaging enough to encourage respondents to open up.
To support this, avoid overloading your research materials and leave a few minutes of buffer time to accommodate natural divergences while still covering core questions.
Telephone interviewing remains a vital method in B2B research. Even seasoned researchers benefit from revisiting their approach to ensure they’re getting the most from each session – through thoughtful preparation, smart design, and a little room to adapt.
To discuss how our tailored insights programs can help solve your specific business challenges, get in touch and one of the team will be happy to help.