Consumer Research Techniques

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Regardless of the consumer research technique chosen, the process of researching consumer attitudes and preferences always relies on gathering information . There are various techniques for capturing this data and it is worth doing it in an adapted way.

One of the most widely used consumer research techniques in recent years is the CAWI (Computer Assisted Web Interview) method. It is nothing more than an online survey. It is mainly used to namibia phone number data collect quantitative data. This technique has numerous advantages. Its low cost and low effort make it one of the easiest ways to research consumer needs. The speed with which valuable information can be obtained is also a great advantage of this technique.

The CATI technique – computer-assisted telephone interviewing – works in a similar way. In this case, the interviewer does not have to fill out the questionnaire himself. The consultant calls the respondent and asks questions according to an interview scenario that collects information via a special computer system. Although this consumer attitude survey technique is more labor-intensive and expensive to implement than CAWI, it also offers additional advantages.

Although CATI, like CAWI, is often associated with quantitative research, this method also allows qualitative information to be collected. In an interview, the interviewer can explore and expand on the respondent's answers by asking additional questions. This type of survey is called an "in-depth interview." It is often these expanded, subjective responses from respondents that are most valuable to the person commissioning the consumer research.