June 21, 2018
A recent report from Statistics Canada says that one third of Canadian homes use a mobile phone as their primary phone line and don’t even own a landline. The study also showed that 88 percent of households have a cell phone while just 67 percent have landlines.
This trend has changed the way that NRG approaches research for our clients. At a presentation in Ottawa, NRG’s Vice President of Operations, Dave Converse shared with the Market Research and Intelligence Association (MRIA) best practices when using Active Wireless Sample, especially when research objectives include the opinions of the difficult-to-reach Millennials (age 18-34). “To ensure studies produce the highest quality data, we start with greatest representative sample. And that means being efficient and effective at calling cell phones.” said Dave. The challenges contacting the general public on mobile devices include: geography confirmation, ensuring respondent safety at the initial point of contact, higher refusal rates and speaking to minors.