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CAPI Market Research

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CAPI Market Research

In market research, CAPI stands for computer aided personal interviewing. CAPI is used when the interviewer is carrying out face-to-face research, and utilises a laptop, or more commonly a tablet or hand-held computer (an iPad for instance). The interviewer is able to read from the electronic device in the same way as from a paper questionnaire, and the data is input directly in to the device. The advantage of CAPI over a paper-based methodology is that interviewers can display prompts - such as sounds or videos - and that data can be transmitted wirelessly back to the client or research agency much more quickly; either in real time, or by uploading all the data at the end of a shift. It also removes the need for 'punching data' from paper to electronic formats for analysis, and the survey is automatically routed, removing the chance of an interviewer making an error when following question routing.

DJS Research Ltd offer face to face interviewing via a CAPI methodology.

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