Why Brands Are Moving Away From Phone and In-Person Research

For decades, phone interviews and in-person surveys were the backbone of market research. You know the drill - call centres ringing you during dinner to ask about customer satisfaction, or researchers with clipboards stopping you at the shops. These methods practically ran the industry.

But things have changed, and quickly. Over the last few years, brands across Australia and around the world have been shifting heavily toward online surveys and digital research. With mobile devices everywhere, automation getting smarter, and flexible online panels making life easier, this trend isn't slowing down anytime soon.

So what's behind this big shift? Why are companies ditching the phone calls and face-to-face interviews?

Let's dig in.

1. Online Research Is Way Faster

Speed is probably the biggest reason brands love online surveys.

Phone and in-person interviews can drag on for days or even weeks, especially when you need a large or diverse group of people. Online panels? They can pull in hundreds or thousands of responses in just a few hours.

This is incredibly valuable for brands that need:

Quick reactions to advertising campaigns
Fast feedback before product launches
Immediate insights during busy retail periods

In today's fast-paced business environment, decision-making often can't wait—and online surveys make real-time insights possible.

2. The Cost Difference Is Significant

Traditional research is expensive. Phone call centres require trained interviewers, supervision, technology, and significant time investment. In-person surveys involve travel, venue hire, logistics, scheduling, and higher incentives.

Online surveys eliminate most of these costs.

With digital panels, brands can run studies at a fraction of the price while still reaching high-quality, targeted audiences. That cost efficiency allows companies to conduct research more frequently, and reach more respondents, without blowing their budgets.

3. Better Reach and More Representative Samples

Phone response rates have been declining for years. Many people ignore unknown numbers, use call blockers, or simply aren't comfortable discussing personal topics with strangers over the phone.

In-person research has its own limitations, it only reaches people who happen to be in the right place at the right time.

Online surveys provide far broader and more inclusive access, reaching:

Younger demographics who rarely answer phone calls
Busy professionals
Remote or regional Australians
Culturally diverse communities

This helps brands gather more representative data … and ultimately, more reliable insights.

4. People Give More Honest Answers Online

When talking to a real interviewer, people often adjust their responses to sound more "socially acceptable." This phenomenon is known as social desirability bias.

Online surveys reduce that pressure. People feel more comfortable expressing genuine opinions about:

Money and personal finances,
Political views,
Everyday habits and behaviours,
Product satisfaction,
Brand preferences

The result? More accurate and authentic data, exactly what brands need to make informed decisions.

5. Technology Has Changed Everything

Modern online research platforms now offer features that traditional methods simply can't match:

Modern online research platforms now offer features that traditional methods simply can't match. Today's digital surveys include automated targeting and sample balancing, real-time data reporting through interactive dashboards, and the ability to test multimedia content like images, videos, and product concepts. AI-driven fraud detection ensures quality responses, while mobile-optimised design means surveys work seamlessly on any device. Smart question routing can even adapt the survey experience based on how someone answers previous questions.

Perhaps most impressively, brands can now test full advertising campaigns, product packaging, or website concepts digitally—often getting results in just a few hours. The convenience and sophistication of these tools make online research the obvious choice for most projects.

6. Convenience for Participants - Higher Engagement

Today's consumers increasingly prefer completing surveys:

On their mobile phones
At whatever time suits them
Without having to speak to anyone
For rewards they can use straight away

This convenience translates to higher completion rates, faster turnaround times, and a better overall experience for everyone involved.

Panels like Rewardia make this even smoother with user-friendly interfaces, straightforward surveys, and a wide range of reward options that participants actually want.

7. Online Research Scales Effortlessly

Need 100 responses? Easy.
Need 10,000 responses? Also easy.

Scaling traditional research requires more staff, more time, and a much bigger budget. Scaling online surveys requires virtually no additional effort but just access to a larger panel.

This flexibility is incredibly attractive for companies tracking long-term trends, running national studies, or targeting specific niche groups.

Is Phone and In-Person Research Gone Forever?

Not completely - but it now plays a more specialised role.

Traditional methods still have their place for deep one-on-one interviews that require nuanced conversation, ethnographic observation studies, and specialised focus groups. Certain medical, academic, or complex business-to-business research may still warrant the in-person approach.

But for general consumer insights, brand tracking, product feedback, and customer satisfaction studies, online surveys now dominate. The shift isn't about one method being universally better, it's about online research being more practical and cost-effective for most of what brands need to know.

The Bottom Line

Brands in Australia are shifting away from phone and in-person interviews because online surveys are:

Faster – results in hours, not weeks
More affordable – a fraction of traditional research costs
More accurate – reduced bias, more honest responses
Easier to scale – from dozens to thousands of respondents
Better for participants – convenient, flexible, rewarding
More technologically advanced – sophisticated tools and real-time insights

As digital tools continue to evolve, this shift is only going to accelerate. Online survey panels are now at the heart of modern market research - offering brands the flexibility and speed they need, while giving participants a simple, rewarding way to share their opinions and influence the products and services they use every day.

Courtney Beckham

Market Research Specialist