CATI is one of the most used and efficient market research methodologies that obtains data by integrating four components: computer software, script, interviewer, and participants. In this method, the interviewer follows a computer-generated script and uses a keyboard to record responses. Just like in online surveys, responses are recorded directly in the survey database, reducing the potential of human errors and simplifying the handling of collected data. As a result, the CATI method has made telephone surveys more efficient for decades and provides better reliable and replicable data.
CATI programs offer a full range of tools for telephone interviewing for small and large businesses.
CATI surveys have several advantages over traditional phone interviews. CATI method is quick and efficient and provides high accuracy and high-quality data.
CATI is an excellent example of how technology improved the way we conduct research and offers many advantages; however, three factors that influence the success of CATI surveys are:
To get reliable insights, you need to ask the right questions. Your CATI survey questionnaire needs to be clear and straightforward. Instead of building all-encompassing questions that detail every possible issue, break the question down into separate components. A well-written questionnaire does not influence the respondent’s answers; it simply allows them to answer truthfully.
A skilled and professional CATI interviewer can affect the accuracy of your survey results. While the CATI interviewer reads questions and captures all the answers, respondents may not understand the questions or lose focus. Trained interviewers can listen for voice patterns to determine whether participants understand the questions and answers and whether people are genuinely paying attention. Interviewers can also determine when a participant is not communicating in their first language and may need more time or additional instructions. All of these are keys to data quality and can affect the validity and reliability of your survey.
We are proud to say that we have telephone capabilities across Canada and the USA, including 60 CATI stations in Toronto. Our long-time staff has a lot of experience reaching out to French and English-speaking consumers, experts at getting through the “phone call access controller” and connecting with business-to-business professionals, including senior executives and medical professionals such as physicians.
Prior to the pandemic, most data collection agencies operated on-site, running face-to-face research or using expensive software in their central phone rooms. With lockdowns forcing most companies to transition to a work from home model, it created challenges for data collection companies to conduct surveys. Cloud-based solutions allow for remote interviews and to easily manage, collect, and track the overall process of the study all in one platform.
A robust CATI software and professional interviewers can undoubtedly help you understand your customers’ needs and get ahead of your competitors. If you are still not sure whether CATI is suitable for your project, please get in touch with us! We’d be happy to help you choose a methodology that works best for your research problem.