CATI Archives

Market research continues to evolve, but one method that has remained relevant across the world is CATI – Computer-Assisted Telephone Interviewing. It combines the clarity of human interaction with the efficiency of technology, making it a trusted approach for collecting reliable data across industries and countries.

What Does CATI Mean?

CATI is a telephone-based research technique where trained interviewers speak with respondents and record answers directly into computer software. The system guides interviewers with a structured script, ensures questions are asked consistently, and captures responses in real time.

In simple words, CATI is a telephone interview supported by software to make the process accurate, smooth, and efficient.

How CATI Works

A typical CATI study follows these steps:

Questionnaire is designed and programmed in a CATI system
Respondent sample is uploaded into the system
Interviewers make calls and conduct surveys
Responses are recorded directly into the software
Quality checks are conducted
Data is analyzed for insights

The software controls the flow of questions, applies skip logic, and reduces interviewer errors resulting in cleaner data.

Why CATI Still Matters

CATI remains relevant globally because it balances technology with human connection. A few facts highlight why CATI continues to be widely used:

According to ESOMAR, telephone-based research (including CATI) still represents over 12% of global research spending, despite the rise of online methods.
CATI achieves higher completion rates in B2B and senior decision-maker surveys, often outperforming online surveys by 10–25%.
For complex or sensitive topics, respondents are more comfortable speaking to a trained interviewer than answering digitally.

Why organizations still rely on CATI:

Better Data Quality
Interviewers can clarify questions, probe for deeper responses, and ensure the respondent understands the context.

Effective for Complex Studies
CATI works especially well for B2B, healthcare, financial research, and public opinion studies, where context and clarity matter.

Greater Reach Across Demographics
In many regions, phone access remains more universal than internet access. CATI allows researchers to include diverse and hard-to-reach populations.

Built-in Quality Control
Supervisors can monitor calls or recordings, improving interviewer performance and maintaining data quality.

Where CATI Is Used:

Across the globe, CATI plays a significant role in multiple research areas:

Market and consumer research
Business and industry opinion studies
Healthcare and patient feedback programs
Government, social, and policy research
Customer satisfaction, CSAT, and NPS programs
Election and public sentiment studies

CATI is especially prominent in studies targeting professionals, niche groups, and audiences that prefer voice communication over digital surveys.

CATI in Comparison with Other Methods:

CATI sits between online and face-to-face research. While online surveys are cost-effective and fast, and face-to-face offers deeper interaction, CATI provides a middle ground: guided conversation, accuracy, and scalability without on-field costs.

Is CATI Still Relevant Globally?

Yes. Although online research has grown rapidly, CATI continues to be an essential method around the world. Many research organisations today use a combination of CATI, online tools, and panels to provide more well-rounded insights. Advancements such as cloud-based CATI, remote interviewer setups, multilingual software, and integrated dialer systems are keeping CATI modern and efficient.

CATI has continued to adapt with technology and remains an important method for collecting high-quality insights, especially where clarity, explanation, and deeper responses are needed. Its blend of human interaction and structured data collection makes it a dependable choice for organizations seeking accurate feedback.

At MLRS Global, CATI is one of the established data collection approaches used within our research ecosystem. It helps us support clients with dependable, human-centred insights across different markets and respondent groups, while maintaining quality and authenticity in the research process.

Sources and References

World Bank Data – Global Mobile Phone Penetration: https://data.worldbank.org/indicator/IT.CEL.SETS.P2

ESOMAR Global Market Research Report 2023: https://esomar.org
GreenBook Research Industry Trends (GRIT) Report: https://www.greenbook.org
Pew Research Center – Phone Survey Methodology: https://www.pewresearch.org/methods
Insights Association – Telephone Survey Best Practices: https://www.insightsassociation.org

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 breaks down how CATI and CAWI compare, their strengths and limitations, and how to decide which method suits your research needs.

What Makes CATI and CAWI Different?

Aspect	CATI	CAWI
Mode	Telephone-based interview conducted by trained interviewer	Self-administered online survey completed via web
Human Interaction	High – interviewer guides respondent	None – respondent completes independently
Cost	Higher due to manpower and call operations	Lower as fieldwork is automated
Speed	Moderate	Fast
Reach	Suitable for low-internet regions, older demographics	Strong with digital-savvy and online audiences
Data Quality	High probing and clarification	Risk of dropouts or misinterpretation

Strengths of CATI

CATI is valuable when human interaction adds depth and clarity to responses. Key benefits include:

Better Probing and Clarification
Interviewers can explain questions, clarify confusion, and probe deeper to gather richer insights.
Higher Response Rates for Certain Audiences
Older age groups, rural populations, and professionals who prefer speaking over typing often respond better via telephone.
Quality Control Through Monitoring
Supervisors can monitor calls for accuracy, tone, and adherence, ensuring reliable data.
Ideal for Complex Surveys
Studies involving detailed scenarios, logic, or sensitive topics benefit from interviewer-led guidance.

Strengths of CAWI

CAWI has gained popularity for its speed, cost-efficiency, and convenience. Its key advantages include:

Cost-Effective and Scalable:
No interviewer is required, reducing costs significantly. A single survey link can reach thousands at once.
Faster Turnaround:
Data collection and reporting are nearly real-time, making CAWI suitable for fast-moving projects.
Respondent Comfort and Anonymity:
People feel more comfortable answering sensitive questions privately online.
Rich Multimedia Experience:
CAWI supports images, videos, and interactive formats to enhance engagement and improve understanding.

Limitations to Consider

While both are effective, each has constraints:

CATI Challenges

Higher operational costs and longer timelines
Limited reach among those who avoid unknown calls
Some respondents may feel pressured or influenced by interviewer tone

CAWI Challenges

Excludes people with limited internet access or low digital literacy
Higher dropout rates for long surveys
No opportunity for real-time probing or clarification

When Should You Choose CATI?

CATI is a better fit when:

The target audience is difficult to reach online
The topic requires explanation, probing, or a guided conversation
Data accuracy and clarity of responses are critical
Conducting B2B, policy, healthcare, or social research where depth matters

CATI works well for customer satisfaction studies, public opinion polls, usage & attitude studies, product feedback, and complex B2B interviews.

When Should You Choose CAWI?

CAWI is ideal when:

The audience is digitally active and comfortable online
You need fast, cost-efficient insights across markets
The questionnaire includes multimedia or interactive elements
Respondents should answer freely without pressure

CAWI fits well for consumer research, concept tests, NPS & CSAT surveys, brand studies, employee feedback, and multi-country research.

Final Takeaway: Should You Pick CATI or CAWI?

There is no one-size-fits-all method. The right choice depends on your audience, budget, timeline, and the depth of insight required.

Choose CATI when clarity, probing, and human interaction matter.
Choose CAWI when speed, cost, and digital reach are priorities.

Many research teams today combine both methods for stronger representation and balanced insights. A mixed CATI+CAWI approach helps overcome the limitations of each and improves data reliability.

For organizations looking to build a robust research strategy, understanding the strengths of CATI and CAWI enables better planning and more meaningful outcomes.

What is CAWI? A Simple Guide to Computer-Assisted Web Interviewing

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What is CATI? A Simple Guide to Computer-Assisted Telephone Interviewing