HALLA is developing a more modern website to attract potential clients. First, we worked together to carry out analyses so that we could build a website for our customers, rather than simply according to our own ideas. The first step involved a telephone survey. In the second step, we will conduct user testing, which will focus more closely on individual elements of the website.
When is it worth giving us a call?
- Are you researching satisfaction and loyalty?
- You’re interested in trends in purchasing behaviour
- You’re assessing brand reputation and the competition
- You are assessing the quality of customer service
The benefits are clear: you speak directly to the user, you can adjust the test as needed, yet your respondent has plenty of space to speak. The call should not last longer than 20 minutes.
How does a sociologist view website testing?
Many internet agencies simplify analytical methods, as they focus not on the scientific side of things, but on practical aspects. Even our managers at HALLA were a little apprehensive. So they sent us a marketing research expert to oversee the entire survey.
What do you picture when you think of a sociologist? We were expecting a lady somewhere between 60 and death, with thick glasses and the kindness of the witch from Hansel and Gretel. Instead, Snow White turned up – a lovely, young sociologist who approaches her work just as practically as we do. Tereza Hanzlová is involved in marketing research at Behavio. (You’ve surely heard of Behavio. They recently designed a revolutionary pre-election survey. You can listen to an interview about this project on DVTV.cz.)
We discussed methods and how to apply them. We agreed that large-scale surveys are expensive
and therefore completely out of reach for many companies.
According to Tereza, telephone surveys are generally underused:
“Qualitative telephone interviews are not among the most commonly used methods. In the case of a specifically tailored project, such as the one for HALLA, telephone research is one of the few options. Skype calls, particularly those abroad, were conducted very conscientiously. At the same time, I appreciate the skills of Daniel
, who moderated the research. He improvised and responded to the respondents’ current mood, adapting the discussion script accordingly.”
How to prepare a telephone survey
Step 1: What do you want to find out?
Focus on what information you need. You will be asking more general questions and probing into the respondents’ personal experiences. Think about what information you need and draw up a script accordingly.
In the case of HALLA
,
we were investigating the brand’s market position and how satisfied respondents were with their purchase of designer lights. HALLA is one of the leading manufacturers of designer lighting. They work primarily with architects and interior designers.
Step 2: Who will you be surveying?
Prepare a persona analysis and a database of contacts you will be calling. Personas are very closely linked to setting objectives.
We phoned two target groups: architects from design firms and sales representatives who sell lighting.
Step 3: How will you ask the questions?
Prepare the questions you will ask during the survey. You will then go through the questions with each respondent. Think about how you will record the answers. You can record the calls if the respondent agrees. Some people prefer to create a Google Form and record the answers online. It’s up to you.
We had 13 questions prepared so that we could finish within 20 minutes. Sample questions for architects:
- How do you go about finding lighting for your project? How do you find out about suppliers?
- How did you hear about HALLA?
- What convinced you to work with HALLA?
- What would make working with HALLA easier for you?
- How do you currently use the HALLA website, if you use it?
How the survey is conducted
It is important for respondents to know in advance what to expect. If the agency is making the call, the company commissioning the testing should first notify the respondents. You would also like to be kept in the loop.
Survey results
In total, we spoke to 8 architects and 14 business partners selected by HALLA who agreed to take part in the survey. We made calls across Europe and twice to Dubai. At HALLA, we gained several valuable insights for the website:
- If architects have a clear brief, they search directly by parameters. However, this is rarely the case. Product parameters are important, but they are not the first thing the user looks for.
- They would therefore appreciate the option to browse the catalogue by intended location, such as an office or a reception area.
- Architects specifically pointed out to us the lack of data on products that are important for their work.
- Respondents rated the company’s personal approach positively.
We now know that the website needs to convey the excellent attitude of the staff and make the most of the visual presentation of the lights.