Researchers need to make a call

What does this mean for market research?

The ability to reach certain segments of the population via Computer Aided Telephone Interviewing (CATI) is becoming increasingly difficult, as is the willingness to participate in a telephone survey.

This needs to be considered when contemplating a CATI methodology for market research projects because alternative solutions (possibly incorporating smartphones), could be more effective in reaching your target audience as well as cheaper, faster and more engaging.

For more information or ideas about research, contact Kim or Paul Di Marzio.

Note: The results shown above are based on questions asked in our quarterly online omnibus (August 2013) which sampled 1,200 Australians.