At IFF International we carry out telephone market research, through the CATI (Computer Assisted Telephone Interviewing) method. In 2017 we developed a new method to recruit respondents that opened up to new opportunities. It is Cube Survey, a method to identify and locate respondents on social networks through lead generation.
Since we’re catching respondents online, we decided to develop a tool for CAWI research (Computer Assisted Web Interviewing), which works either on desktop and mobile devices. However, it isn’t a marketplace where you create and upload the questionnaire. We manage the questionnaire programming developed by our client, to recruit and interview a more suitable target on social media. The data of all interviews will be provided with the format preferred.
How to find respondents for surveys online
This system may seem very simple, but you need to have an excellent knowledge of the media that you want to use. In this particular case, Facebook, LinkedIn and Twitter advertising tools the main social networks we’re working on. The foundation of successful targeting is a professional expertise of market research. Our system is extremely efficient in locating an audience with penetration of less than 20%, as well as representative samples, with high impact, so cost-effectiveness is achievable.
We use the following criteria:
- First of all, we identify the target group and plan a sponsored post on social media;
- The respondents see the suggested article, if they’re interested they click on it, and they answer to the screening questions. Lastly, we decide which method is the best one to collect data (CATI, CAWI, Webcam interview), according to the clients’ requests.
Inbound marketing for non-interruptive market research
We contact the users on social media and give them the possibility to take part of the interview, without having a personal contact. We can call it a “non-interruptive” market research. The classic approach of CAWI research is “picking among the masses”; with Cube Survey we precisely reach the target by having the possibility to contact them on social networks, giving more freedom to the user, who decides to answer to the questionnaire, and the speed of mobile usability.
CAWI is a quick and cost-effective method of quantitative research, because it doesn’t require actual interviewers, as CATI does. Through Cube Survey, CAWI research becomes even faster, more cost-effective and above all more efficient. The percentage of dropouts decreases – being the target extremely suitable for the study – and these aspects provide much deeper data as a result.