Despite the surge in digital methods, telephone research continues to deliver. In our latest quarterly update we explain why CATI remains a cornerstone of reliable, representative data collection.
Every few years someone declares telephone research obsolete. Yet quarter after quarter, CATI keeps proving its worth — reaching audiences that online panels simply cannot, and delivering the kind of representative, verifiable data that decision-makers trust.
In the second quarter we saw continued demand for mixed-mode designs where CATI does the heavy lifting on hard-to-reach and lower-incidence audiences. From senior executives to nationally representative public samples, the telephone remains the most dependable way to have a real conversation with the right respondent.
Our investment in interviewer training, live quality monitoring, and harmonised scripting across markets means we can scale fieldwork up and down without compromising on data quality. That flexibility is exactly why so many of our clients continue to build CATI into their research programmes.
As we head into the second half of the year, our message is simple: CATI is not a legacy method, it is a living, evolving capability — and it is alive and kicking.