What is CATI research?


What is CATI research?

CATI research has been highly sought after, which makes the discussion about its main benefits an interesting and current topic. It is also known as Computer-assisted Telephone Interviewing.

Your method is particularly useful when you want to use your techniques to collect various data. To do so, it is the role of the interviewer to execute a plan that is offered by the software itself, and this can be customized according to the company that will apply the research.

Moreover, depending on the answers that the interviewee, this customization becomes inevitable. It is a type of research that is characterized as quantitative and, thus, one of its most common tactics is the conduct of interviews through the telephone or the computer. However, a program is created especially so that the research in question can be carried out.

What is the differential of CATI research?

Today, it has a series of tools that enables in-depth analysis of a market scenario. However, through the CATI research, researchers are able to have greater control over the data being collected.

This data is stored in a database, which causes such information to be protected in the long run, and you can continue to interview and update that database at another time.

Another advantage provided by the approach is that if the interviewee cannot continue with the interview at a certain time because he/she is too busy, the data may be stored and the study can be continued at a time that is most convenient.

It is also avoided that the data are misinterpreted and makes the questions well organized, thus obtaining safe and quality data.

In what context can CATI search be applied?

The scope of this type of study is quite significant, however, in certain contexts, its application may be more effective. Telephone searches, for example, can be applied in bulk to an unknown audience.

However, it is also admitted that this study is applied to a better known public, being, then, a selective and comprehensive approach at the same time. In order for the method to be applied, the organization must have a Call Center.

This can be small or large, depending on the particularities of the entity. One can count on a person who works in the office of his home, making use, therefore, of a domestic phone or, even, one can count on a modern Call Center, in which several operators carry out telephone surveys in order to discover the most urgent demands of the sector that operates.

How to prepare cati research?

Before respondents are questioned via phone (or computer), you need to have a good script. This needs to be convincing and suggestive so that it is possible to make the interviewee feel motivated to collaborate and contribute to the good conduct of the research. The script is then supplemented with a questionnaire.

This questionnaire should be composed of closed questions and, if necessary, some open questions are admitted. Thanking the interviewee for the cooperation with the research is also fundamental at the end of the collection.

Due to the field of action of this type of study, it is important to know its advantages and disadvantages so that it is possible to assess whether this specific research can contribute to the entity. For example, beforehand, it can be emphasized that it can be applied to people who have a telephone line.

The advantages and disadvantages of CATI research

Although the possibilities of action of the CATI research are quite wide, it has some limitations. Among its advantages, it is a study that allows casual and interactive conversation with the interviewees, relying on the software to record the data.

It is also possible to use questions that enable deep answers. In relation to its investigative process, it tends to run quickly and efficiently, which optimizes the time of the research. Thus, the data are recorded immediately after the interview, which makes it possible to perform the analysis after the conclusion of the interview.

On the other hand, the software conveys a greater sense of security, since it arrives at reliable and accurate results. The strategy is also advantageous because it makes it impossible for the researcher to manually process the data, reducing errors and risks.

What are the limitations of CATI research?

Although there are several benefits offered by this type of approach, its field of activity has some limitations, which can reduce access to a very specific profile of employees, those who have a telephone line. Regarding the duration of the research, it also tends to be somewhat limited, so that, in most cases, participants are busy or with little patience to answer the questions.

There is also the fact that the employee may not feel confident to respond and, thus, the answers to be offered may not be completely honest and sincere, due to such fear. It should also be emphasized that it is more difficult to capture the interviewees' attention when questionnaires are applied, because they may close the call even before the research and, consequently, the questions are initiated.

Are CATI search and Telemarketing the same?

Much has been confused about the field of action of CATI research and telemarketing. It is of the utmost importance that the interview via telemarketing is different, because they are different approaches. In the CATI interview, the objective is to collect data for research and analysis purposes, which does not occur in the interview via telemarketing, whose purpose is to offer a product and /or service and convince the potential customer to acquire this good. Thus, if that is the goal, it will make no sense to employ CATI research.

However, this confusion, in a way, can be justified, since the software, tools, systems for data collection and application methodology are techniques that belong to both the domain of CATI and the sphere of telemarketing. Although there is this similarity, as emphasized, the objectives are very different.

Can you mix techniques?

Due to the approximation between the two sectors, both techniques, if necessary, can be mixed, since the telephone operator may have to deal with both situations simultaneously: collect data for analysis purposes and convince the customer to purchase the product/service. However, it is necessary to be careful when mixing the two techniques, because, in practice, telemarketing tends to have a greater rejection when compared to research.

Thus, it should be very clear to the interviewee the purpose of the research before its methods are used, because, on the contrary, the rejection rate of the study can be very high, which compromises the feasibility of the research.

Today, there are basically two possibilities from which CATI research can be applied, whether they are anonymous or named research.

Anonymous and named search characteristics

Anonymous search and named search are the two types of approaches from which CATI search can be performed. In the anonymous search, you search through the telephone lines of a place you want to investigate. Generally, a directory is used, such as white and yellow pages of the telephone company. The list is distributed with such numbers to the operators so that they can proceed with the appointment and execution of the interview.

People are unknown. In the case of the second approach, there is a database that, in addition to relying on the telephone number, provides other personal data, such as name, city and others. These have been captured and stored before, during any transaction, registration or signature. In addition, in this method, calls are offered via the person's system and name. Your data is presented on the screen, which makes the interview fluid and personalized.

Research contributions via telephone

When you want to check the level of satisfaction of a customer base, telephone surveys can be particularly effective, since they take place quickly and effectively.

In order for the answers to be obtained with such agility, without the loss of quality, it is essential that the service to be offered be humanized and personalized. It is taken into account that technology optimizes daily processes, however, it is undeniable that this dynamism has affected and decreased personal interaction. For this reason, one of the best strategies of customer approach is differentiated service, because, thus, it is shown that it is important for the company and that its voice is fundamental.

It is demonstrated that your criticisms, suggestions of demands will be heard and that their participation is decisive, because it helps to improve the processes and eliminate what does not work.

The importance of approaching the consumer

For a consumer to want to stay true to the brand, it must be led to such fidelity. This closer contact can be mediated by the telephone satisfaction survey, since this is a strategy that, in most cases, helps to reverse situations of dissatisfaction that, by other means, would not be possible, as is the case of the apology for some inconvenience and the correction of errors. Thus, the personality in care humanizes relationships and makes them closer.

It is demonstrated that the role of the human being is essential, since machines do not have such sensitivity.

Because of this, one should invest in team training, so that interviewers have patience and do what the client feels is being valued and respected. A satisfied consumer promotes the brand and this today is fundamental to improving performance.

How can rapport techniques optimize CATI search?

Rapport techniques can enhance CATI research. First, the rapport technique is represented by the ability to make the other feel that there is a strong bond between him and the company, should feel that the organization up to his demands. Among friends, it occurs in a natural way, but can be employed in the relationship with customers.

Reciprocal, empathic, clear and interactive care is crucial. If he needs more space, this should be offered to him.

Making use of a more user-friendly tone of voice and speaking at the same speed is also a very effective approach strategy. Therefore, being receptive and understanding, effectively, the position of the client is essential, because, in this way, he will feel greater safety and comfort to express his opinion clearly, better understanding the objective of carrying out the study proposed to him.

Agility in the execution of the research

For the client to collaborate, the search must be easy and quick to perform, because the interest is not maintained for long. Increasingly, people have less patience to respond to very long surveys because the customer is doing the company a favor by attending to it and providing feedback.

This favor can be repaid by offering an objective questionnaire that demonstrates that the interviewee will benefit from actions derived from such answers. Following a logical sequence when preparing such questions is important, as well as leaving the relevant ones to the end. It is also worth noting to the customer how long it will take for the search to run.

Questions should be questioned based on the type of answers expected and, thus, simplifying, as much as possible, can make the answers more accurate.

The emphasis on objectivity

Regarding the elaboration of the questions, it is known that more objective and simple questions, in this type of research, produce more effective results. Therefore, the person responsible for the execution of the research should present such questions to the client. The approach can drive away or motivate these customers.

Maintaining a friendly conversation to demonstrate the motivations for research is essential. This is due to the fact that the explanation about the objective of the study causes the company to establish a relationship of trust with its customer base, thus obtaining more effective answers through the use of an objective questionnaire.

Issues where this customer can quickly evaluate the company are the most productive, such as the assignment of notes on a scale of 0 to 10, according to satisfaction. Issues that might justify the choice are ideal.


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