WORKING PAPER Figure 3. Pick Up and Listenership Rates by Listen Duration Source: IFMR (Based on broadcast data analysis from 5 January to 14 October 2015) 4.2.2.a.ii. For some clients, the timing of the call was not convenient Our qualitative interviews uncovered that many clients who were not picking up their calls found the time at which they received the call to be inconvenient. We probed further, as during the baseline survey for the project, each client was asked about their preferred time for receiving the call. We discovered that many clients in fact gave the interviewers wrong answers to the question, “If we will be sending recorded voice messages, do you prefer any of the following time slots?” We identified one behavioral issue with the way this question was asked. The framing of this question did not make it clear to clients that we were asking them to consider and tell us when they would be “least busy” and would have the most time to pay attention to an incoming call. As a result many “chose” times that actually did not work for them. Even if clients chose times that worked for them at the start of the training, for some, their schedules changed. One client shared that the message time she requested (1–2 pm) was no longer convenient for her as she had enrolled in a class, which was taking place at that time. We also discovered that clients found it hard to predict parts of their weekly schedule, such as when a customer would be coming into their business. A client reported that sometimes when the call came she was busy with her customers and since tending to her customers was her priority, she would not pick up the call. 4.2.2.a.iii. Some clients changed their mind about participating in the training Qualitative interviews from Site Visit 2 revealed that some clients were inconsistent in their willingness to participate in the training. Some clients were active participants in picking up the calls in the early stages of the training; however, their participation declined as the training progressed. Given the 11-month long training period, we observed that some clients experienced “training fatigue.” One client shared with us that she was extremely annoyed by the multiple training calls that she was receiving toward the end of the 22