MRS Initiative on Interviewer Training

The MRS in the UK (Market Research Society) has announced the launch of its Accredited Interviewer Training Scheme (AITS), a cross-industry initiative designed to enhance professional standards of interviewing throughout the market research industry and improve the experience for interviewees.

The AITS has been introduced by the society in response to recognition that a bad interview experience can deter respondents from participating in research studies in the future. The key aim of the scheme is to ensure that interviewers are equipped with the skills they need to conduct their role professionally, with particular attention paid to making an interview as pleasurable an experience as possible for all parties involved.

Such is the importance given to the issue of the respondent-interviewer interface that a number of influential agencies have collaborated to devise this universal training scheme -the first time such co-operation has occurred. The AITS has been supported by other market research associations, including the Association for Qualitative Research (AQR) and the British Market Research Association (BMRA). In addition, several members of the Interviewer Quality Control Scheme Council (IQCS) were involved in its development.

Over the past year, the AITS has been piloted by eight leading research companies: NFO BJM; TNS FieldControl Ltd; Field Management Ltd; Ipsos-RSL; Martin Hamblin; Millward Brown; MRSL; and Network Research & Marketing Ltd. It is now available to agencies nationwide.

The development of agreed requisite levels of standards for interviewers were subjected to extensive consultation throughout the industry over an 18 month period and provided details on the knowledge, skills and attitudes required of interviewers by all agencies to perform the job effectively.

Considerable effort has also been devoted to developing a full range of support resources for trainers, including training games and exercises, a video, a CD and a comprehensive manual, covering both telephone and face-to-face situations. A full training and development portfolio binder, incorporating a comprehensive reference manual, is also included for interviewers. The scheme will support trainers in enabling interviewers to develop a clear, objective questioning style and a welcoming, positive attitude as well as to observe all the crucial instructions competently and confidently.

According to Ruth Martin, Director of Professional Development at The MRS, "This is the first time that key stakeholders in the Respondent Interviewer Interface have co-operated to develop a cross-industry training scheme. That we have all worked in partnership is a tremendous endorsement of the programme. There is a real passion for developing the professionalism of interviewers and enabling them to gain the recognition of their skills which they richly deserve."

As well as the accreditation of the individual interviewers, the AITS involves the accreditation of companies who provide training and trainers who deliver the scheme. In addition to the prestige that this accreditation offers, many organisations view it as an important tool in the ongoing competition to attract and retain good interviewers.

Jo Southgate, Field Director at Millward Brown said, "Millward Brown will become one of the first agencies to be an Accredited Training Provider, thus underlining our commitment to our clients to provide highly-skilled interviewers. Accredited training can only serve to strengthen the reputation of market research as a key tool for decision makers in the business community - an end benefit for both research buyer and research provider alike."

Tony Keen, Chairman, ESA Research and Chairman of The MRS RII Committee, added, "High standards of interviewer professionalism are critical. The AITS will help to ensure that interviewers are fully equipped to deal with a wide range of interview situations which in turn should reassure the public of the market research industry's commitment to constantly enhancing professional conduct."

Ruth Martin concluded by noting, "The interest being expressed in the scheme is very encouraging and plans are now underway to develop AITS still further. We would like to extend the scheme internationally, and we are currently in talks with the AQR to provide a module for group recruiters. Plans are also underway to develop the AITS into a formal qualification that is recognised by the UK government which would further enable colleges to offer the scheme and should help agencies to achieve the on-going recruitment of skilled interviewers."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.