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Interactive voice response (IVR) Definition

A software application which enables users enter data on a telephone keypad or input information by voice. The software can then process the input and route the caller appropriately. IVR can be used for specific information lookup, call forwarding, polls, and simple order entry transactions.

Interactive voice response (IVR) is an automated telephone system that interacts with respondents through voice or keypad inputs. In marketing research, IVR is used to conduct surveys without human interviewers, allowing respondents to provide answers via phone at their convenience.

What are the key aspects of interactive voice response in marketing research?

• Automated data collection via telephone.
• Respondents interact using voice or keypad (touch-tone) responses.
• Available 24/7, increasing accessibility and reach.
• Reduces interviewer bias and operational costs.
• Often used for short, structured questionnaires.

Why is interactive voice response important in market research?

IVR offers a cost-effective and scalable way to reach a wide range of respondents, especially those without internet access. It supports consistent question delivery and enables anonymous participation, which can improve data quality.

Who relies on interactive voice response in marketing research?

• Government agencies and public health researchers.
• Financial institutions and utilities.
• Customer satisfaction teams.
• Political pollsters.
• Research firms conducting large-scale or multilingual surveys.

How do market researchers use interactive voice response?

Researchers design pre-recorded surveys that are deployed via phone, allowing respondents to complete them independently. IVR is used for tracking studies, post-call satisfaction surveys and reaching hard-to-access or mobile populations.