CATI Market Research Case Studies - CATI Web Surveys for Measurable Results

Case study 1: Health Insurance Plan

Scope of the Project

The pilot was conducted with 50 interviews. The full project involved a scale up to 20,000 physicians and business managers. The subjects were interviewed to determine their preference for referral management with regard to a health insurance plan.

The Approach

A 15 minute survey was conducted with 18 questions and skip patterns. 35 interviewers conducted the survey and whisper coaching was provided. Dedicated QC agents cross-checked voice & data screen records.

The Results

We delivered 91% conversions as against the client's expectation of 70%.

Our value addition:

• Interview screen created using proprietary processes
• 100% of voice & data screens captured
• Completed 2 weeks ahead of schedule
• Over 98% accuracy

Case study 2: Theme park - Customer Satisfaction Study

In a survey of customers of a large theme park to determine satisfaction and expectations, four research projects were carried out for different products. The total sample size was 2,500 customers who visited the park with specific types of tickets. Sample quotas were worked out by geography and by ticket type.

The Approach

Each of the 4 survey projects featured 15-20 minute interviews with skip patterns.
15 interviewers were given contextual training using video files of the park, the actual questionnaire and details of the project. Dedicated QC agents cross-checked voice & data screen records.

The Results

Clients expected 70% conversion, we delivered 95%. The project was completed ahead of time and within budget, with a cost saving of $10,000 for the client as compared to a US based CATI center.

Our value addition:

• Over 98% accuracy
• 100% of voice & data screens captured
• Remote view-in and listen-in provided to client
• Interview screen created using proprietary processes

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Case study 3: Survey of target population for a hospital to determine needs

Scope of Project

This involved two research projects - one for emergency care and one for the pediatric ward.

The total sample size was 1000 people living in the hospital vicinity. Stringent criteria were followed for sample filtering and selection, using random digit dialing (RDD).

Approach

Each of the 2 survey projects had 25-30 minutes interviewing with skip patterns.

15 interviewers were trained specifically for the project using video files of the hospital, the questionnaire to be followed, and details of the project. Dedicated QC agents cross-checked voice & data screen records.

Results

Clients expected a response rate of 20%, we delivered 25%. The project was completed ahead of schedule and within budget, with over 98% accuracy. The client saved $10,000 in costs as compared to a US based CATI center.

Our value addition:

• Interview screen created using proprietary processes
• 100% of voice & data screens captured
• Remote view-in and listen-in provided to client

Case Study 4: Benchmarking Brand Salience - Survey of target population for a hospital

Scope of the project

In Phase 1, the objective was to benchmark and track brand awareness, perceptions and preference for a specialty hospital among the primary target audience.This has been completed.

In Phase 2, the effectiveness of an ad campaign by the hospital was to be tested, through pre-testing and post-testing.

Survey Methodology

The survey methodology involved a Blind Phone Survey where no mention is made of the hospital that commissioned the study. The sample consisted of 350 women respondents in the 45-64 age group living in 3 target counties of Florida . The sample was proportional to the county population.

To prevent bias in research results, the selected respondents had to adhere to strict criteria - they could not be employees of a hospital, physician or advertising/ marketing firm. A 10-15 minute questionnaire featured mainly multiple-choice questions with three open-ended questions.

Our CATI agents were briefed on the details of the project and trained using video files of the hospital, the questionnaire. Dedicated QC agents cross-checked voice & data screen records.

Results

Phase 1 of the project was completed ahead of schedule, within budget and with > 98% accuracy. The client saved 3,000 in costs as compared to a US based CATI center.

Our value addition:

• Interview screen created using proprietary processes
• 100% of voice & data screens captured
• Remote view-in and listen-in provided to client

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