Preparing Fieldwork Staff for Success During an Intercept Project
Article by Melissa Lewis, RMS Intercept Projects Supervisor –
Training interviewers thoroughly prior to intercept work is an essential step to making sure that the information collected is validated, accurate, and meaningful. The way in which fieldwork staff conduct interviews directly impacts the participants’ responses. If interviewers are not adequately trained, the integrity of the information collected may be compromised. When properly trained, an interviewer can obtain high-quality data to report to support your market research needs.
Hiring Fieldwork Staff
The first step is to hire interviewers with the ideal interviewing qualities. RMS has a strong team of existing intercept workers, and relationships with various temp agencies that operate nationally. When we need to hire interviewers for a project, we look for individuals who possess the following attributes:
- Sharp observational skills. The power of observation allows interviewers to read the room and detect diverse candidates to approach. It also allows them to see things that may provide insight into how to ask specific questions or allow them to infer answers for themselves.
- A captivating demeanor. An interviewer must captivate and maintain the attention of participants. They have about 15 seconds to make a positive impression that the potential participants will gravitate toward. The interviewer should approach them with confidence, a smile, and a positive attitude.
- Adaptability. The interviewer needs the ability to quickly transition from one interviewing technique to another based on how the participant responds to the interview questions.
- Resilience. The interviewer must not be discouraged by rejection. As a matter of fact, they need to be prepared to face a great deal of rejection in this specified line of work. Despite potential rejection, they must maintain a positive attitude and not allow rejections to make them feel defeated.
Interviewing Techniques
The method of conducting the interview will have a direct impact on the accuracy of data collected. There are two effective techniques to use when conducting interviews:
- Conversational Approach. This approach allows the interview to flow as a natural conversation. It is more comfortable for the participant; however, it does require the interviewer to commit the questions to memory and interject them into a conversation with the participant in a natural manner.
- Straightforward Approach. This approach involves the interviewer asking each question individually to the participant. Depending on the participant, this approach may come across as invasive and put the participant on the defensive.
Both approaches have pros and cons. The nature of the study, the environment in which interviews are conducted, and the interviewer’s comfort level with the interview methods should all be considered when determining which interview approach to use.
Probing Questions
During the interview, the interviewer may need to probe deeper to obtain details the participant omitted or to clarify vague responses. The interviewer needs to remain neutral while probing so as not to impose any bias on the participant. Various probing questions can be used, such as:
- Refinement Prompts. Refinement prompts are used when the interviewer needs the participant to clarify or expand on their initial response. “Can you provide an example?” or “Can you tell me more about that?” are two typical examples.
- “Why” Prompt. Asking the participants why they feel a particular way or why something occurred encourages them to go into more detail.
- Silent Prompt. The silent prompt is somewhat more refined. When the respondents finish, the interviewer continues to make eye contact with them and remains silent, which typically prompts the participants to expand on their responses.
Selecting the right interviewers and empowering them with the tools to succeed, coupled with a thorough understanding of the client’s end goal, will result in precise real-time data which will be analyzed to meet your market research objectives.
RMS Relational Information:
RMS Airport Intercept Project – Case Study
Unlocking the Power of Intercept Surveying: A Game-Changer in Market Research
Maximizing the Effectiveness of Intercept Surveys: 3 Essential Tips
About the Author – Melissa Lewis
Melissa joined RMS in April 2022 as QualiSight Supervisor where she managed the day-to-day operations of RMS’s onsite call center and focus group facility, known as QualiSight. In January 2024, Melissa joined the RMS Research Analytics team where she coordinates the management and fieldwork activities associated with contracted intercept fieldwork for various national airports, public transportation, and other intercept work conducted by RMS.
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About RMS
Research & Marketing Strategies, Inc. (RMS) is a full-service market research firm in Central New York. Formed in 2002, RMS helps organizations that are looking to know more about their customers and/or potential customers. We conduct surveys, focus groups, mystery shopping, studies, and analyses. Each project is customized and gets personal attention so that actionable, data-driven findings are delivered. RMS has a reputation for getting results. We offer an independent, professional means to conduct telephone, on-line, and mail surveying, as well as in-depth interviews, intercept interviews, and participant recruitment. We also host discussion groups through QualiSight, our onsite call center and focus group facility. We have a proven reputation for successfully recruiting and moderating focus groups, community forums, and town meetings.