Breaking the mould. How the use of multimedia 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 inhome 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,...