The Secret Sauce Behind Effective CATI Surveys

In today’s hyper-competitive business world, organizations need critical information about their industries, markets, and the overall business landscape, in order to stay ahead of their competitors. When it comes to getting access to valuable data, market research is indispensable. Data collection has become more accessible and efficient than it was a few decades ago, thanks to the availability of numerous technologies, including AI and computerized learning methods. Among the many survey methods that exist, the one that most leading quantitative market research companies conduct is CATI or Computer-Assisted Telephone Interviewing. In this blog, we will discuss everything you need to know about the CATI survey method so that you can decide if it's the right option for you.

What are CATI Surveys?

Quantitative market research companies regard CATI surveys as one of the most effective methods for conducting market research. In terms of its deployment, CATI integrates four elements to collect data:

• Computer software
• A script
• An interviewer
• Participants

The interviewer uses a keyboard to manually record the interviewee's responses while adhering to a computer-generated script. Similar to online surveys, in CATI surveys, replies are instantly entered into the survey database, reducing the chance of human error and streamlining the management of the collected data. For decades now, the CATI approach has played an instrumental role in improving the effectiveness of telephone surveys, by generating accurate, reliable, and replicable data.

Benefits of CATI Surveys

Over the years, CATI surveys have proved to be a more efficient, seamless, and effective system as compared to traditional voice call methods, which use a pen-and-paper approach to assess survey questions and record responses. Thanks to the CATI framework, quantitative research companies can focus more on the actual interview rather than extraneous tasks like survey routing. Here are some of the major benefits of using the CATI survey research method:

• It is cost and time effective
• Assures good quality data generation
• Enables quick data processing and management
• Enables wide geographic access

Factors that Influence the Success of CATI Surveys

Here are the three essential factors that influence the success of CATI surveys:

Well-drafted Questionnaires

Appropriate questions are crucial for obtaining trustworthy insights. A CATI survey questionnaire is generally unambiguous and simple. Instead of creating all-inclusive queries that cover every possible topic, the CATI framework aims to split the question into its subcomponents. The advantage of having a well-written questionnaire is that it gives respondents the opportunity to respond honestly.

Trained Interviewers

The level of accuracy of your survey results depends on the competency and experience of the CATI interviewer. Like all surveys, it is possible for respondents to not be able to grasp the questions or lose concentration during the CATI survey process. A trained interviewer can listen to the respondents’ voice patterns and detect whether they truly comprehend the questions and are actually paying attention to what is being asked.

Specialized tools

The market research scene around the world has been significantly impacted by the coronavirus pandemic. As the world was locked down, it became necessary for businesses to switch to a work-from-home model, which made it difficult for organizations to conduct surveys and gather data. This is where specialized survey tools proved to be a blessing. Today, remote interviewing is a crucial element for the success of any survey program. Thanks to the availability of cloud-based systems, organizations can administer, gather, and monitor all aspects of their research program’s progress on a single platform. With an experienced market research company by your side, you can rest assured about the quality of the survey tools used.

Final word

CATI surveys benefit your company by detecting customer sentiments and market demography, enabling your business to make informed decisions. To get the best results out of your CATI survey program, it is crucial to work with an experienced quantitative research firm. Working with leading market research companies in India with proven expertise can take your market research endeavors to the next level. Your search for the best quantitative market research companies ends here. Unimrkt Research is one of the top market research companies in India that have immense experience operating in different industries, across different continents, and in a variety of languages. To learn about our qualitative and quantitative market research services, call +91-124-424-5210, email sales@unimrkt.com or fill out our contact form.