Phone Surveys in 2026: Do They Still Matter - and How to Do Them Well
In an age of online surveys, dashboards, and real‑time analytics, it’s easy to assume that phone surveys are a thing of the past. Many organisations ask the same question: are phone surveys still relevant in 2026?
The short answer is yes - when they’re used in the right way, for the right reasons.
At Viewpoint Research, we view phone surveys not as an outdated method, but as a valuable component of a modern, mixed-method research approach. In this article, we explore why phone surveys still matter, when they work best, and how to do them well in 2026.
Why Phone Surveys Still Matter in 2026
Despite rapid digital adoption, not everyone is equally reachable online. Digital exclusion remains a real challenge — particularly in sectors such as housing, health, and social research.
Phone surveys continue to offer clear advantages:
Reaching underrepresented groups who may not respond to online surveys
Building trust and rapport, leading to richer and more accurate responses
Supporting complex or sensitive topics where clarification and empathy matter
Improving response rates when online engagement is low
For many organisations, phone surveys are not a replacement for digital methods, but a way to ensure feedback is inclusive and representative.
When Are Phone Surveys the Right Choice?
Phone surveys are most effective when they are used deliberately, not by default. Common scenarios where they add real value include:
Low response rates from online surveys
Tenant satisfaction and customer feedback research
Engaging with vulnerable or hard‑to‑reach audiences
Follow‑up research to explore survey findings in more depth
Clarifying open‑ended responses or complex issues
This is particularly relevant for housing associations and charities seeking to meet regulatory requirements, improve tenant satisfaction, or better understand customer experiences. (You may also find our articles on Tenant Profiling and Tenant Satisfaction Measures useful context here.)
Why Phone Surveys Sometimes Get a Bad Reputation
Phone surveys often suffer from poor perceptions — but the issue is rarely the method itself.
Common mistakes include:
Surveys that are too long or unfocused
Overly rigid scripts that feel impersonal
Inexperienced or poorly trained interviewers
Calling at inconvenient times
Treating phone surveys as a box‑ticking exercise
When phone surveys are rushed or poorly designed, data quality suffers. When they are planned and delivered well, they can produce some of the most insightful feedback available.
Best Practice: How to Run Phone Surveys Well in 2026
Modern phone surveys look very different from those of the past. Best practice now focuses on quality, ethics, and respondent experience.
Key principles include:
Keep surveys short and purposeful
Respect respondents’ time. Focus only on questions that will directly inform decision‑making.
Use skilled, empathetic interviewers
Interviewers should understand the subject matter and feel confident adapting conversations while remaining consistent.
Be transparent and ethical
Clearly explain the purpose of the research, how data will be used, and how consent is handled.
Choose the right timing
Calling at appropriate times significantly improves engagement and response quality.
Combine phone surveys with digital insight
Phone survey data is most powerful when combined with online surveys, qualitative interviews, and feedback dashboards. Many organisations now visualise this data using tools such as Power BI dashboards, turning conversations into clear, actionable insight.
Phone Surveys as Part of a Mixed‑Method Research Approach
In 2026, the strongest research strategies rarely rely on a single method. Instead, organisations benefit from mixed‑mode research, combining:
Online surveys
Phone surveys
In‑depth qualitative interviews
Data visualisation and insight reporting
This approach improves representativeness, increases confidence in findings, and helps organisations move from data collection to meaningful action.
If you’re exploring ways to improve engagement or response rates, our article on dealing with low response rates provides additional practical guidance.
How Viewpoint Research Supports Effective Phone Surveys
At Viewpoint Research, we use phone surveys as part of a broader insight‑led approach. Our focus is not just on collecting data, but on understanding experiences and helping organisations make better decisions.
We support organisations by:
Designing ethical, inclusive research
Using experienced interviewers who prioritise respondent experience
Integrating phone survey findings with other research methods
Turning feedback into clear insights through reporting and dashboards
Whether you’re looking to improve tenant satisfaction, meet regulatory requirements, or better understand your customers, phone surveys can still play an important role — when they’re done well.
Interested in learning more? Explore our work with housing associations and charities, or read more insights in our blog on customer feedback, tenant profiling, and mixed‑method research.
