ICM Direct Launches Tele-Depth Interviewing Service

In the UK, Creston-owned ICM Direct has launched a new B2B and B2C tele-depth interviewing service, to complement its existing CATI quant work, its newvista online panel, and its online random sampling capabilities.

ICM Direct is part of ICM Group, which was founded in 1989 and acquired by Creston in 2006. The firm provides telephone survey data collection, SMS and IVR surveys, and qual depth interviewing services, as well as the newvista panel of more than 130,000 people.

Its new service will offer clients a single fieldwork agency, providing central project management and quality control of mixed mode and multi-method data collection and processing: the aim is to provide better value for money, higher participation rates and enhanced data returns.

Describing the new service, Product Director Neil Sykes says: 'Imagine the benefits to be had from using the same interviewers on say a pilot, the recruitment work and the qualitative and quant stages. Or projects where the same team might maximise data collection by tracking non-responders to an online survey, and offering them the alternative to complete by telephone or vice-versa.'

ICM Direct - which recently appointed operations specialist Gareth Nicol as MD - is online at www.icm-direct.com .