Telephone (CATI) Interviews

  • Insight Survey offers two broad types of telephone interviewing methodologies for our B2B fieldwork: CATI research (Computer Assisted Telephone Interviewing) and in-depth interviews. Telephone research is highly cost effective as there is no need for the very expensive time and travel costs associated with personal interviews.

Telephonic surveys

Telephonic CATI surveys are particularly suitable for highly structured questionnaires or where questionnaires involve complicated routing. The surveys are typically shorter in duration, usually 5-10 minutes. Telephonic (CATI) surveys increase the speed and accuracy by controlling the sample and questionnaire flow, thereby significantly reducing costs.

Our in-house B2B telephone unit includes dedicated CATI-stations, which offer numerous benefits, including:

  • Highly cost-effective research methodology
  • Reduced interviewer error through automatic routing and navigation, ensuring increased data accuracy
  • Immediate/real time feedback of data
  • Ability to gain feedback from hard to reach B2B stakeholders
  • Shorter field times and therefore faster turnaround of projects

Telephonic in-depth interviews – an important methodology

Telephonic in-depth interviews is the ideal methodology for organisations that need to gather detailed information, thoughts and opinions from hard-to-reach B2B groups. These interviews are longer in duration, typically 15-30 minutes and allow for a semi-structured questionnaire or discussion guide to be used.

Through telephonic in-depth interview, your organisation can:

  • Use probing techniques to obtain in-depth answers to open-ended questions.
  • Gather data on more sensitive topics by reducing the reluctance encountered in a face-to-face interview.
  • Clarify and substantiate unclear responses.
  • Ask follow-up questions.
B2B Research Methods
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