It’s a situation nearly everyone can relate to: Your phone rings, you glance at the unfamiliar number, and you make the quick decision not to answer the call.
“When I first started at NRECA Market Research Services, nearly 18 years ago, 100% of our surveys were being done by phone,” Sanstead says. “In the past five years or so, I feel that members are still more willing to spend time on a survey for their local electric cooperative than they would be for a political survey, but people’s behavior with phones has changed. Many people will not answer their phone if they don’t recognize the number calling them.”