Market Research is primarily concerned with gaining an understanding of people’s thoughts and opinions. The emergence of Artificial Intelligence (AI) has raised some concerns among industry experts. This is due to the fact that software powered by AI can generate comparable insights in specific areas. Nevertheless, despite the growing popularity of online surveys, chatbots, and AI voice surveys, telephone surveys remain a widely used and effective research methodology. We believe that in a world where technology is rapidly advancing, traditional techniques like Computer-Assisted Telephone Interviewing (CATI) could also be the key to successful market research.
CATI allows researchers to reach targeted individuals across a wide geographic region and collect both qualitative and quantitative data from them. This method integrates computer software, a script, an interviewer, and participants to record responses directly in the survey database. It offers a full range of tools for telephone interviewing, making it a versatile choice for businesses of all sizes. In this changing society, CATI could be the future of market research and here is how you can benefit from it:
- Speed: CATI enables quick and efficient data collection as responses are entered into the system during the interview itself.
- Quality: CATI incorporates quality control measures to minimize errors, ensuring the reliability and accuracy of the collected data.
- Access: With CATI, you can reach and interview otherwise hard-to-reach audiences, expanding your research capabilities and insights.
- Focus: Pre-coded instructions in CATI allow the interviewer to concentrate on the interview and the respondent’s answers, enhancing the quality of interactions.
- Targeting: CATI offers the flexibility to target specific regions of interest using postcode region targeting, allowing you to focus your research efforts precisely.
By embracing CATI, businesses can unlock numerous benefits that lead to more effective and insightful market research outcomes. In a time when fraudulent survey respondents are becoming more common, it is crucial to have the right tools for conducting successful research. With over 40 years of experience, our well-tested tools and dedicated staff have demonstrated our ability to reach niche audiences and combat fraud effectively. At Canadian Viewpoint, we uphold the highest standards of quality throughout the research process. As one of the leading CATI call centers in Canada and the US, we prioritize tight quality controls and employ complex sample management techniques, enabling our interviewers to precisely reach even the most challenging audiences.
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.