CATI Study

Presented by Global Survey

Challenge

• Getting Invoice copy of the Excavators
• Matching Brand and Excavator models as requested by client
• Knowing market status of each brand and the model sold in any particular market
• Lower CPI
• Identifying and reaching the TG
• Brand Quota requirements

Proprietary solution

• Shared confidentiality agreement with the respondents.
• Gave respondents the option to hide the info on the invoice which they don’t want to share.
• Did extensive desk research to know each brand market share and the models available in each market.
• Mostly targeted single owners to keep the project cost efficient.
• Contacted all of the showrooms of each brand to know their customers; visited construction sites in various cities in each market; and reached heavy goods manufacturing industries.
• Achieved brand quota with the help of more number of recruiters on field to extract our desk research findings.

Result

This project was a bit of a challenge due to the TG and the requirement of getting a soft copy of original invoices. Survey length was about 30 mins, and requirement was N=60 in each market namely - Singapore, Indonesia, Thailand, China, Korea, and Vietnam.

F/W started well with 6-7 completes in each market on the 1st week. Client was happy with the progress and data quality gathered.

However, things changed at the middle of the study; it was a challenge meeting the required quota and getting invoices from the respondents. We requested for an extension in timeline from the client, on the basis that these are B2B respondents and they are busy.

Another reason was that we had to replace some respondents since they refused to share copies of the invoices. We were able to wrap up the F/W in 8 weeks; including post F/W client queries, the study was officially closed in our books in 11 weeks.

We highly recommend being very thorough in getting the client requirements and then coming up with a concrete action plan for the project. Doing the initial research was the key factor that made this project easy despite the challenging requirement. If during the initial meeting with the client, some of their requirements go against market standard or are even unrealistic; it is best to be upfront and explain to the client in order to set clear expectations and maintain quality results.

About this project

Business issue:

• Brand / product / service launch
• Brand / product / service repositioning

Market research specialties

• CATI - Computer-Aided Telephone Interviewing

Supporting documents

• CATI Case Study.pdf
• CATI Case Study.pdf

Presented by:

Global Survey

Data Collection

• Full Service
• Panels / Communities