You know when you dial a number and it doesn’t go through? You either hear silence or get a message that says, “Your call could not be completed as dialed – please try again”. Any idea how often that happens in the United States every day? 30 million times!
Now imagine that, instead of this message, you heard, “We’re sorry that your call could not go through as dialed, but while you are here, would you like to take a survey?” This is how the RICS system works. Phone companies route their incomplete and misdialed calls to us and we offer a survey opportunity to the caller.
Many people we talk to ask, “Who on earth would want to take a survey under such circumstances?” 7% of callers – that’s how many. That’s a cooperation rate that is twice that of online! What’s more, this sample is completely random – everybody in this situation has the same probability of being chosen for a survey as everybody else. That’s why the demographics and results that we get mirror so closely those of gold standard government surveys. Here’s just one example of RICS demographics over 3 years compared to the National Adult Tobacco Survey (NATS) conducted by the CDC – CLICK HERE to see RICS case study conducted by RTI International.