Breaking the mould. How the use of multi-media CAPI has transformed brand and advertising research

This paper describes work that has been carried out to empirically demonstrate the benefits of multi-media CAPI interviewing to the advertising process and to brand management.

Breaking the mould. How the use of multi–media capi has transformed brand and advertising research.

Mike Denny, Kevin Ford and Jon Wilkins, RSL – Research Services Ltd, United Kingdom.

INTRODUCTION

In 1990, the mould of in-home data collection was irreversibly broken with the introduction of in–home CAPI (Computer Assisted Interviewing) on national projects in the United Kingdom. CAPI interviewing capability can now be found throughout the major markets of Europe. During the same period multi-media technology has been accelerating, and in recent years has evolved into a form suitable, and low enough in cost,...

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