The way how businesses perform market research and get meaningful insights about scenarios that affect them is rapidly evolving. This is mainly attributed to the rapid advancements of automation and AI technologies and how they are deployed in the field of market research. A part of these technological advancements is the deployment of CATI research surveys or phone surveys that have further enriched the market research process in modern times. Today, businesses are able to use advanced technologies in order to derive accurate market data in a systematic manner. This has made data collection much more targeted and convenient.

What is CATI?

CATI or Computer Assisted Telephone Interviewing is a substitute for conventional telephone interviews. This is a process of conducting interviews using a particular script. The answers of the respondents are then recorded for future references. The software used to conduct CATI surveys helps operators to maintain records and notes. The software is designed with the capability to autonomously manage complex survey logic, thereby allowing interviewers to focus on the interviews.

Understanding the Current State of the Market Research Industry

The field of market research is noted for its diversity as different businesses have different requirements for which they require market research support. Market research agencies are specially positioned to deliver market research support while many companies have their own market research team that provides insights in order to support organizational growth, product feasibility, and customer satisfaction. Every researcher faces unique challenges and the market research sector as a whole faces certain crippling issues that CATI research can address.

Here are the issues that the market research industry faces and the ways how CATI research can address them:

  • Helps overcome Inferior Quality Data Collection Methods

    Manual collection of data often proves to be difficult and as the volumes of data increase, the research data becomes more vulnerable to errors. This would in turn negatively impact the insight quality. Businesses can address this issue by using automated CATI survey technologies.

  • Helps better Improper Interpretation of Data

    With raw data in hand, people often fail to draw inferences. With CATI research, researchers can derive holistic market insights. During data collection process, it might happen that respondents fail to provide accurate answers or to be able to understand the questions at all. Interviewers using the CATI technique are able to get proper responses as they can provide proper guidance and can also address their doubts in a professional manner. This technique also gives a clear idea about the topics that respondents feel uncomfortable about discussing and this way, it allows interviewers to modify surveys in the future.

  • Helps to create Differentiate A Business From Its Competitors

    A market research company often fails to differentiate itself from its competitors. In recent times, companies are handling these issues by using modern surveying techniques such as CATI. By deploying advanced phone survey systems and CATI software, researchers can bolster the effects of in-person and online surveys. Using CATI phone surveys, researchers can reach a greater number of respondents belonging to different geographies and this would boost the overall research quality.

  • Helps to retain the Human Element.

    As automation, AI, and big data continue to dominate the present market, market research has been hardly hit. These techniques are advanced, but market research is completely dependent on ‘people’ and their answers. With CATI research technique, researchers are able to combine the human elements as well as the technologies and are able to find out the opinions of their target audience about a certain topic. Data gathered from a CATI survey can be interpreted to derive meaningful insights.

What do CATI software packages include?

Phone interviews are based on a questionnaire that gets displayed on the monitor. The answers are then recorded while the pre-coded responses get displayed on the monitor. A typical CATI software package includes the following components:

  • Management of Samples: CATI software has the functionality to schedule and allot phone numbers to interviewer-groups or individuals who are assigned to a particular study.
  • Management of Quota: The CATI software ensures that interviewers are able to complete the desired number of interviews with desired groups.
  • Monitoring: Market researchers can use the CATI software to monitor important metrics such as response rates, perform appointment scheduling, and make a note of call outcomes.

Get assistance from expert companies

Are you looking for CATI research support? We, at PGBS, employ a team of CATI researchers who can help you get important market data that can be interpreted correctly to make important decisions. We know how to deploy CATI in market research. If you have a project for which you need market intelligence, we are always ready to deliver reliable CATI market research support.

Call us for a free consultation about our customized CATI market research solutions today.