On December 12,we had the opportunity to discuss the economic and social impact of TCPA cell phone dialing rules at the PAPOR Annual Conference in San Francisco. Here’s a recap of what was covered.
Dialing cell phones from RDD or purchased lists is an expensive, time-consuming activity as a result of TCPA regulations put in place 23 years ago. The true cost of the additional labor required to comply with TCPA regulations has been masked. Researchers have felt only a fraction of the real costs because call centers are reluctant to pass along the full costs, choosing instead to charge only a 25-50% premium for data collection from cell phone respondents vs. respondents with landlines. The rest of the cost difference is buried in squeezed profit margins for call centers.
Even so, the reaction among researchers to this partial mark-up has been to cap cell phone sample to <30% of the study. And they’ve done this even though, as seen in the 2014 mid-term election polling, cell phones make up about 45% of the electorate records. As cell phone sample rises to over 50% of the target audience, something will have to give…will it be study costs or regulatory changes?
This presentation,CFMC at PAPOR 2014_IS DEMOCRACY BEING SERVED, provides more insight into the challenge facing the industry.