Editor's note: Judithe Andre is principal and founder of Verbal Clue Research, Carrboro, N.C. This article appeared in the November 22, 2010, edition of Quirk's e-newsletter.

Effective interviewing goes beyond listening to consumers; it requires appreciating them. Countless studies have shown the positive impact consumer or employee appreciation has on an organization's bottom line,  yet it can be easy for researchers to overlook - or even dismiss - respondent appreciation while engaged in the interviewing process.

Excluding the financial interpretation of the word, to "appreciate" means to be grateful for, to value and to understand. These definitions are critically applicable in the execution of effective voice of the customer (VOC) data collection. Here are some tips for exhibiting appreciation throughout VOC data capture: 

Before


Consider carefully who your target respondents are for the study. In order to appreciate consumers, you must understand who they are and why their input matters. This baseline understanding of your potential respondents will help inform how and where you interview them.

During your recruiting efforts, be very clear about your reasons for having a respondent participate in your project. Ideally, you should have the name of the person you wish to interview, but if not, be prepared to say who you are, where you are from and why you are inviting them. Having a detailed and sincere explanation for the invitation promotes transparency and trust.

Whether they qualify for your study or not, always thank consumers for their time and consideration.

During

Exhibiting appreciation during the data collection process itself is arguably where it counts most. Getting it right here goes a long way toward making respondents feel comfortable sharing their opinions with you. Always start by recognizing the people you are interviewing. To do this, give them a chance to tell you a little bit about themselves, their business or practice.

Pronounce names correctly (ask for clarification if necessary), and use appropriate titles.

Your actions will speak louder than your words, so while interviewing, give eye contact, nod occasionally, sit or stand with shoulders relaxed and smile. These behaviors will make respondents feel acknowledged without your having to say so.

After

Verbally thank your respondents at the end of the interview. It sounds simple, but can be forgotten as researchers move on to the next interview. Let them know that their feedback is valued and that you appreciated their candid responses and time.

Prepare a brief thank-you note prior to the interview and have it distributed to respondents upon their checkout, or have it mailed within 24 hours of the interview.

Honor and appreciate

Taking the time to honor and appreciate the time and effort of respondents through these steps can result in better data and insights and also may serve to make those who have taken the time to participate feel valued.