Traditional Methods of Data Capture Still More Reliable and Accurate

The traditional way of gathering information might still be the most reliable according to Phruit. Data captured online could be providing inaccurate information regarding consumer trends, says this UK based telemarketing service provider.

Vicky Hilton of Phruit, commenting on this finding, said, "While the internet can provide a great avenue for certain kinds of consumer research, if more in-depth information is required, traditional methods of phone and postal outreach are always better, in our view, in gaining true insights - as well as giving scope for expansion in certain areas.”

She continued, “An individual being surveyed is more likely to open up and give more valuable information and insights to a person on the phone than if they are required to fill something out online - where they are likely to give shorter answers. Having that human contact allows the person carrying out the research to probe further, and they can use their judgment and skills in finding different ways of encouraging the interviewee to open up and provide more information.”

Most businesses and brands today use data capture to monitor consumer trends and behavior. In order to improve and increase customer satisfaction, they need to accurately analyze the data captured, interpret it and make the necessary interventions. Most businesses also rely on online methods of data collection to achieve this end. However, according to Phruit, the information gathered could be misleading, inaccurate and even not-representative of the correct market segments.

Capturing data online is relatively inexpensive and easy and has therefore been favored by many to get quick responses and achieve fast turnaround. However, this results in a loss in the quality of the information and the fact that some of this data can be compromised.

Adds Hilton, "We are not saying that online survey methods are ineffective - they have their place - but sometimes and for certain campaigns, there is no substitute for the traditional methods. In addition, a different type of audience is reached via telephone and email. Online data capture is not always going to represent a good cross-section of society and all the age groups within it - for instance, it will omit those who are not computer literate or don't have online access."

In other news, politeness, courtesy and good manners remain the most important factor in a successful telemarketing campaign despite the myth that specific regional accents are essential, according to Phruit, based on ongoing research by the company. The news follows a recent announcement by Yougov which showed that more than half of people surveyed in its poll would be more receptive based on how someone sounds. Moreover, it's the Queen's English that's favored by more than 50 percent of those polled.