CAPI Surveys: Computerized face-to-face interviews on tablets and/or laptops/computers.

CAPI (Computer Assisted Personal Interview) is a marketing research method based on a personal interview with a respondent, where the interviewer uses a tablet or laptop to:

• Questions: questions are displayed on the device’s screen.
• Registering responses: respondents ‘ answers are entered using the touch screen, keyboard, or stylus.
• Quality Control: the system automatically checks the completeness and correctness of responses. However, it immediately excludes unsuitable respondents.

Advantages of CAPIsurveys:

• Improving data accuracy: the computer system eliminates errors related to the human factor when recording responses.
• Save time: automating the survey speeds up the interview process.
• Improving data quality: using multimedia (images, videos) allows you to make surveys more attractive and informative.
• Standardization: CAPI surveys provide a unified approach to conducting interviews.
• Deep Analysis: CAPI allows you to conduct more complex and multi-stage surveys.
• Mobility: tablets are more mobile than laptops, which allows you to conduct surveys anywhere.
• Availability: tablets and laptops are more accessible than traditional methods (paper questionnaires), which increases audience reach.

Important things to consider in CAPI- surveys:

• Cost: tablets and laptops are more expensive than paper questionnaires, but cheaper than desktop computers.
• Technical complexity: interviewers should be trained in the use of the device and software.

Using CAPI surveys:

• B2B-studies: CAPI surveys are often used to collect information about companies and their representatives.
• B2C research: Currently, CAPI surveys are often used to collect information among all people, the target audience of the project.
• Research on sensitive topics: CAPI surveys can be more effective for collecting information about sensitive topics, as respondents can feel more comfortable answering questions on a computer or tablet.
• Complex research: CAPI surveys are well suited for complex research that requires a large amount of data to be collected.
• Research in hard-to-reach places: tablets allow you to conduct surveys in places where there is no Internet access, thanks to the offline mode option.

CAPI surveys can be an effective tool for collecting accurate and reliable information. With the right approach, CAPI surveys can help you gain deeper insights about your target audience and improve your business.