Today’s blog entry is from Jacobs Media’s Keith Cunningham:
I just got done participating in a very painful, 18-minute phone-poll about some upcoming California elections (Secretary of State, Controller, etc). The guy doing the poll could barely read, he mixed up words frequently, his voice wasn’t clear, I had a hard time following along and had to ask him to repeat things numerous times, and he had practically zero knowledge of what he was asking about. He even offered his own opinions from time-to-time (based on my opinions – he would agree with me).
This reinforced to me that we should remind ourselves and our clients to hop on listen-lines when we have studies in the field. I know our radio research partners are vigilant and very much aware of the downsides of telephone interviewing. They are far better than what I experienced tonight – but some random check-ins are not a bad idea (if listen lines are available). And it’s nice to hear some participant feedback that goes off-script and doesn’t make it into the final data.
And for the record, after taking that brutal poll, I now hate all the candidates.