Understanding community perception and acceptability of interactive voice response survey method: findings from formative research in Bangladesh

Abstract Mobile phone technology’s expansion in Bangladesh has ushered in its use for rapid population-based data collection. This study was conducted to assess community perceptions on the acceptability, usability and challenges of participating in mobile phone surveys (MPS) on non-communicable disease risk factors through interactive voice response (IVR) in Bangladesh. Three user groups and seven focus group discussions with different communities, along with seven key informant interviews with relevant experts, were conducted in Bangla. Interviews were audio-recorded and analysed manually using thematic analysis. Participants indicated their unwillingness to receive calls during their busy hours. They suggested shorter duration calls and two sessions to complete longer duration surveys. They recommended that incentives can increase call completion, and previous notification through voice or text message might improve this further. Previous experience with scam calls and mobile balance depletion resulted in their hesitancy to receive calls from unknown numbers. Respondents showed concerns about sharing sensitive issues like alcohol consumption. Providing responses by key presses, less familiarity with smartphone use, availability and strength of mobile networks were identified as challenges for IVR surveys. The study emphasized careful consideration of survey duration and burden, trustworthiness, general and technical literacy and socio-cultural factors to increase MPS participation.