Research methods
Should you request a call or a reply?
Choose a paid call when you need a conversation, or a reply for one focused question. In Instant Expert, the recipient chooses whether to reply in text or voice.
Request a call when you expect to ask follow-up questions. Request a reply when you have one focused question the person can answer without a conversation.
In Instant Expert, you choose between those two requests. If you choose a reply, the recipient decides whether to answer in text or voice.
Choose a call when you need to talk it through
Suppose you want to understand how a company chose its customer-support software. An answer about the final choice could lead you to ask who suggested it, which alternatives they considered and why one was rejected. A call lets you follow that story and ask about anything you do not understand.
The same applies to a job introduction or sales conversation. A call gives you time to explain the opportunity and hear the other person's questions.
Prepare the main question and a few things you want to explore. Leave room to follow what the person says. GOV.UK’s interview guidance recommends open questions and follow-ups that explore the participant’s experience.
Choose a reply for a question that stands on its own
A reply could answer something like:
When your company last bought customer-support software, which teams were involved in choosing it?
That gives someone enough context to answer in a message. You can read or listen to their response without arranging a meeting.
For recruiting, a focused request might ask whether someone would like to hear about a role, with the job description included. For research, it might ask someone to explain an unfamiliar term or clarify one part of a process.
Write the question so it works as either a written answer or a voice recording. If you need to discuss several connected questions, choose a call. If a reply reveals something worth exploring, you can invite the person to a separate paid call.
Before you send
Check that you have chosen someone with relevant experience. Then make the request specific: what do you want to discuss, why are you contacting them, and what are you asking them to do?
For a call, choose 15, 30, 45 or 60 minutes. Consider whether the person can comfortably use the proposed format; work schedules, technology and communication preferences matter. GOV.UK’s remote-research guide covers these practical considerations.
Review the price shown for that person and request before sending. You can find someone in Instant Expert or start with a contact you already know. Choose the format that gives you enough room to ask what you need.