Delving deeper into consumer needs requires clarity about objectives and the resources available to accomplish the task. With this in mind, it’s also worth remembering that there are a multitude of mechanisms for approaching the aforementioned task. Choosing between them can be easier when you keep in mind the scope of each alternative. In recent years, computer-assisted telephone interviews have gained significant importance within our segment.
The rise of CATI interviews is due to many reasons. Unlike other types of contact, they save costs and processes, such as requesting permits to place interviewers at points of interest and designing field samples. They also allow for immediate data capture through platforms that enable real-time monitoring functions. However, we believe it is relevant to review which types of market research are worth applying this type of technique to.
Satisfaction. Within the most demanding marketing, we can point this sector to one of the most prominent. Knowing the approval ratings of the factors that make up a brand’s value proposition is crucial for its existence. Positive comments are generally not widely shared. Negative comments, on the other hand, have a greater reach because people tend to communicate them more proactively and with a greater number of contacts. Therefore, the efforts invested in this area make a lot of sense.
Public opinion. An area with a significant market within public knowledge is politics and social conversation about government and political parties. At the same time, it is a rather complex field to address. From the outset, the results of these types of modules have significant media coverage, almost regardless of the outcome. Likewise, external observers are increasingly needed, which can put agencies in the spotlight. However, they are a very useful goal when it comes to telephone interviews.
Profiling. Generally, conducting a study of this type requires a sample size that covers most of a population. This makes it similar to exercises such as a census. When the budget and the size of the target population allow, CATI-type interviews can be used. When this occurs, it is necessary to be very cautious with the length and design of the questionnaire. Otherwise, the incidence rate is likely to be lower than expected.
Follow-up. Sometimes, when conducting field interviews, interviewees’ contact information is captured for observation purposes for later random monitoring or to continue with later stages of the research. In any case, telephone interviewers assume the responsibility of continuing with subsequent tasks in a protocol. Although it may seem like a dispensable function, it allows for actions that would otherwise incur greater costs and impossible tasks.
Another advantage of CATI-type interviews is that they allow for greater productivity, since as many contacts can be made as the speed of the computerized systems and the interviewers’ ability to handle each interview allow. They are also chosen by other techniques because they can use features such as contact recording for later verification of each record. If you’re considering this type of survey, now you know more details to help you make your decision.
At Acertiva, we have been working for several years alongside strategic partners and our own staff to develop CATI-type studies. Thanks to our almost two decades of experience in Market Research, we can provide you with a team of analysts to meet your goals. Through our representation in the main LATAM countries, we ensure you have tailor-made projects. Contact us today and let’s start writing your next success story together.
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