It has been said that traditional research methodologies such as CATI (Computer Assisted Telephone Interviewing), one of the oldest research methods, is dying out and that more advance technological methods are taking over, or is it that it had already died out and is in fact making a comeback? As with most things, fashions and trends always come back around, they are usually more simple and nostalgic, but with a modern twist, researchers are now realising the benefits of these methods.

The downside of traditional CATI methods were that 9 out of 10 calls made were unsuccessful, either because there was no answer or because the participant became angry and hung up. CATI was deemed expensive and time consuming with no way of storing the data. The companies that carried it out usually had large, young teams who needed incentives to be able to deal with insults and in turn meant that companies had a high turnover of staff. The ability to work remotely due to advances in broadband and internet connections now means that companies can cut down on costs and offer a more flexible, attractive package for its employees.

With advances in technology CATI methodologies seem to be making a comeback. In its early stages participants could only be reached in their homes, but with the introduction of mobile phones, surveys could now reach a higher volume of the population at any time and can cover a wide variety of participants of multiple demographics, providing a varied, random representative sample, one of the main attractions of using CATI methodologies.

Unlike before, CATI data is collected and stored on pre-programmed market research-specific software programs. The ability to do this allows access to data at any time with no need to re-conduct surveys, making it easier for researchers to analyse and share the data b2b, at any given time. Modern CATI systems also reduce the potential of human error as it allows the interviewer to be navigated through the questions, based on the participants’ responses and eliminates the old-fashioned and unreliable paper methods.

In the early days of the 90s and early 2000s, the world seemed a big place in terms of business reach, but with advances in technology over the past 10 years, the business world is rapidly becoming smaller and smaller. CATI can now reach the far corners of the globe, allowing UK companies to gather data from anyone, anywhere and anytime, which has opened up a whole new gateway for CATI research methodologies.

Telephone research will always have its place as it is considered a trusted way of conducting research in various fields. It allows an interviewer/participant interaction and the ability to gain trust and verification that the person is actually who they say they are, in turn reducing the risk a fraudulent behaviour.

Research Runner works alongside CATI researchers providing a b2b, targeted and successful lead generation service. Take a look at our website www.research-runner.com , visit us on Facebook, LinkedIn and Twitter to see what we are up to next or call us for a quote on 01279 260031.

21/12/2017 – Heidi Bryant