Evaluation of Smokeline
Ipsos Scotland conducted an evaluation of user experiences and perceptions of the `Smokeline' stop-smoking telephone advice service, to help inform the future development of the service. Commissioned by NHS Health Scotland, the evaluation comprised a quantitative Interactive Voice Recognition (IVR) survey of `Smokeline' callers, a series of follow-up qualitative telephone interviews with IVR respondents, and a mystery shopping exercise.
The overall aim of the research was to evaluate the effectiveness of ‘Smokeline’ in supporting callers in their attempts to quit smoking. Specifically, the evaluation was designed to assess:
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user perceptions of their experience of calling ‘Smokeline’
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the relevance of information and advice provided
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the accuracy of information and advice provided
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the effectiveness of the service in supporting quit attempts.
View the full research report on the NHS Health Scotland website (PDF)
Technical details The study comprised three distinct elements: a quantitative IVR survey of 298 callers, a series of 37 follow-up qualitative telephone interviews, and 32 mystery shopping calls to ‘Smokeline’.
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