Online Surveys vs Telephone Surveys: Which Should You Choose?

Neither method is automatically better. The right choice depends on who you need to reach, what you want to learn and the type of responses you need.

What Are Online Surveys Good For?

Online surveys are one of the quickest ways to collect feedback from a large number of people.

They can work particularly well when your audience is comfortable online and you already have a reliable way of contacting them, such as email or text.

They're also convenient for respondents. People can complete the survey when it suits them rather than having to be available at a particular time.

For straightforward questions and larger audiences, this can make online research a very effective option.

What Are the Limitations?

The biggest challenge with online surveys is getting people to take part.

Survey invitations are easy to ignore, particularly when people's inboxes are already busy.

There's also the risk that some groups will be underrepresented.

If your audience includes people who aren't confident online, have limited internet access or simply don't regularly check email, relying entirely on an online survey could mean missing important voices.

When Do Telephone Surveys Work Well?

Telephone surveys offer something an online questionnaire can't: a conversation.

An interviewer can explain a question if someone doesn't understand it and encourage respondents to expand on particularly useful answers.

Telephone research can also be effective for reaching people who are less likely to complete an online survey.

For research involving older customers, tenants or audiences with varying levels of digital confidence, this can be particularly valuable.

Telephone Research Can Provide More Detail

Imagine a customer gives their experience a score of 4 out of 10.

An online survey might ask them to explain their score in a comment box, but there's no guarantee they'll provide much detail.

A telephone interviewer can ask:

"What was the main reason for giving that score?"

If the respondent raises something interesting, the interviewer can explore it further.

That extra conversation can reveal useful information that might otherwise have been missed.

But Telephone Research Has Its Own Challenges

Telephone interviewing generally requires more time and resources than sending an online questionnaire.

People also need to be available and willing to have a conversation.

Some respondents simply prefer completing a survey in their own time rather than speaking to someone.

That's why it's important to think about the audience rather than assuming one method will suit everyone.

What About Sensitive Topics?

Both methods can work for sensitive research, but the subject matter should influence your decision.

Some people may feel more comfortable answering personal questions privately online.

Others may appreciate being able to speak to an independent researcher who can explain confidentiality and answer any concerns.

The wording of the questions, how participants are approached and how clearly the research is explained can all make a difference.

Do You Have to Choose One?

Not always.

In many cases, combining online and telephone research can be more effective than relying on either method alone.

You might begin with an online survey and then telephone people who haven't responded.

Alternatively, you could use a survey to identify broad patterns before carrying out telephone interviews to explore particular findings in more detail.

Using several methods can also help you reach a wider range of people.

Think About Who Might Be Missing

A high number of responses doesn't automatically mean you've heard from the right people.

If 1,000 people complete an online survey but hardly any responses come from an important customer group, you may still have a gap in your research.

Look at who has responded as the research progresses.

If certain groups are missing, telephone interviewing or another research method can help you reach them.

Start With the Research Question

Choosing between online and telephone surveys shouldn't begin with which option is easiest.

Start with what you're trying to understand.

Think about who you need to hear from, how much detail you need and how accessible each method will be for your audience.

Sometimes an online survey will be exactly what you need.

Sometimes a telephone survey will give you much richer information.

And often, the strongest approach is to use the two together.

Choosing the Right Approach

Good research isn't about using one method for every project.

It's about choosing the approach that gives people a genuine opportunity to take part and provides the information you need to make decisions.

At Viewpoint Research, we carry out both online and telephone research for organisations across the UK. We can help you decide which approach, or combination of approaches, is best suited to your audience and research objectives.