The market research industry’s three main channels – Online, CATI and CAPI – each have distinct advantages in different situations. Online is fast, cheap and far-reaching. But better quality responses can sometimes be assured via CATI and CAPI channels, which can be backed up with visual, audio and GPS location evidence.
Circumstantial, cultural, demographic and geographic factors also come into play when it comes to which channel is most effective for delivering response. But these can vary within an individual survey and even within an individual sample.
To offer a comprehensive service that keeps all the options open, market research companies ideally need the ability to deploy all three channels, switching between them as necessary in a mixed-mode project.