Understanding consumers is no longer about choosing between data and dialogue. Today’s strongest brand decisions come from knowing what consumers do and why they do it. This is where qualitative and quantitative consumer research play complementary roles. While they are often discussed as separate approaches, brands achieve the best outcomes when they understand how both […]
Top 7 Consumer Research Trends Brands Must Watch in 2026
Consumer expectations are evolving rapidly, and brands that rely on outdated research approaches risk falling behind. In 2026, consumer research is no longer limited to collecting feedback at fixed intervals, it is about continuously understanding real behavior, motivations, and decision drivers across multiple touchpoints. Brands that invest in modern research practices are better equipped to […]
What is CATI? A Simple Guide to Computer-Assisted Telephone Interviewing
One such approach combines the clarity of human interaction with the efficiency of technology, offering reliable insights across industries and countries. This method ensures accurate, consistent, and high-quality data collection that businesses and organizations can trust. What Does CATI Mean? CATI, or Computer-Assisted Telephone Interviewing, is a structured survey technique where trained interviewers call respondents […]
What is CAWI? A Simple Guide to Computer-Assisted Web Interviewing
Digital research has transformed the way organisations collect data, and one of the most widely adopted methods today is CAWI – Computer-Assisted Web Interviewing. It is a modern, flexible, and cost-efficient way to conduct surveys online, reaching respondents anytime and anywhere. What Does CAWI Mean? CAWI refers to online surveys that respondents complete themselves through […]
CATI vs CAWI: Key Differences, Benefits & When to Use Each Method
Choosing the right data collection method is crucial to the accuracy, speed, and cost of any research study. Among the most widely used approaches are CATI (Computer-Assisted Telephone Interviewing) and CAWI (Computer-Assisted Web Interviewing). While both leverage technology for efficient data collection, they differ in execution, cost, respondent experience, and ideal use cases. This guide […]