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When it comes to phone surveys (CATI), response rates aren’t just about the questions you ask — they’re about how you show up for respondents. And that starts with trust.
In an era where skepticism toward data collection is growing, trust has become the deciding factor in whether someone completes your survey — or hangs up.
According to the GRBN Global Trust Survey 2024, 33% of respondents globally express trust in market research companies, while 26% do not, resulting in a Net Trust Index (NTI) of +7. This indicates a modest improvement from previous years, but also highlights that a significant portion of the public remains skeptical.
Here are five ways your team can earn that trust from the first ring to the final thank-you.
1. Listen First — Then Offer a Callback
Many interviewers are trained to get through the introduction quickly and get into the script. But successful calls often begin by doing the opposite: listening.
Is the respondent busy? Do they sound hesitant? Are they open to continuing?
If not, offer a clear, respectful callback — and make sure your software supports this. Whether it’s a hard callback (right person, wrong time) or a soft callback (uncertain fit), giving respondents a chance to engage on their terms can go a long way in building early trust.
🔎 Tip: Choose CATI software with flexible callback queues, shift-based scheduling, and custom messaging for better call handling.
2. Be Strategic with Demographic Questions
Many surveys begin with sociodemographic screening, but asking personal questions too early — like age, income, or religion — can turn people off before the real conversation starts.
Instead:
- Ease into sensitive questions later in the call
- Focus first on questions relevant to the respondent’s experiences
- Use routing logic to only ask what’s necessary
If a survey is only partially completed, weighting it appropriately still allows you to extract value without compromising data integrity.
3. Make It a Conversation, Not an Interrogation
Phone surveys should feel like a dialogue — not a script being read aloud.
Train interviewers to:
- Match the respondent’s tone
- Speak clearly and with empathy
- Use open-ended probes when appropriate
Supervisors should routinely monitor call quality, not just for compliance, but for tone and rapport. Your CATI software should support real-time monitoring and reporting on productivity, drop-off points, and call feedback — so teams can improve quickly.
🧠 Motivated, well-trained interviewers are often the biggest driver of trust — and completions.
4. Reassign Callbacks to High-Converting Interviewers
Not every callback is created equal. When follow-up calls are needed, assign them to your most experienced or high-converting interviewers — especially if the first contact was soft or hesitant.
These interviewers are more skilled at:
- Building quick rapport
- Reframing the value of the survey
- Making the interaction feel human, not transactional
⚠️ Keep in mind: many respondents decline participation because of time constraints — but a strong interviewer can often help re-engage someone who actually does want to share their opinion.
5. Equip Your Team with the Right Tools
Even the best-trained interviewer can’t succeed without the right software behind them.
To inspire trust, your CATI platform should offer:
- Callback management by time slot or shift
- Interviewer assignment by language, location, or experience
- Complex quota management
- Integrated phone and web survey workflows (for mixed-mode studies)
- On-premise or cloud dialers and IVR support
A reliable platform reduces friction and helps interviewers stay focused on what matters most: the respondent.
Final Thoughts
Trust can’t be faked — and in phone surveys, it can’t be rushed. Building trust means listening more, pushing less, and creating a sense of mutual respect from the first moment of contact.
The result? Higher response rates, better data quality, and stronger relationships with the people behind your research.
Need a platform that helps your team build trust — and boost completions?
Book a demo to see how we support researchers with powerful tools for real-time productivity, quality monitoring, and seamless call management.
