CAPI - A revolution in face-to-face interviewing?

John Varndell

Describes the revolutionary improvements made to an omnibus service (RSL's) by changing to CAPI (Computer Assisted Personal Interviewing).

CAPI A revolution in face-to-face interviewing?

How laptops transform the speed, quality, and data output of the humble omnibus

John Varndell

Omnibus surveys have seemed a mature, somewhat undifferentiated market of weak and very similar `brands': about their only visible differentiator was cost. But computer-assisted personal interviewing (CAPI) introduces a quantum change in the quality and usefulness of such data. Technically, it greatly improves speed, data turnround and availability; plus enhanced standards of fieldwork, control and trouble-shooting. But for layman marketers, the most interesting new dimension may be CAPI's ability to capture verbatim comments that `dialogue'...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands