Interviewing

The telephone is fundamental to researching business-to-business markets and is at the heart of many b2b market research studies.

As experts in interviewing business decision-makers, B2B International offers two broad types of telephone interviewing methodologies: CATI (Computer Assisted Telephone Interviewing) and in-depth interviews:

CATI Interviewing

Our in-house telephone unit includes dedicated CATI-stations (Computer Assisted Telephone Interviewing) that pass on numerous benefits to the client:

• Reduced interviewer error through automatic routing and navigation, ensuring increased data accuracy
• Immediate/real time feedback of data
• Improved productivity resulting in lower project costs
• Shorter field times and therefore faster turnaround of projects
• Greater accuracy in managing quotas and multiple language projects

CATI interviews are particularly suitable for highly structured questionnaires or where questionnaires involve complicated routing.

In short, CATI interviewing increases the speed and accuracy of carrying out telephone interviews by controlling the sample, quotas and questionnaire flow that ultimately results in lower costs passed on to the client.

In-Depth Interviewing

Depth interviews are used where there is a need to avoid contamination of respondents or where the subject is highly sensitive. This can be the case in medical interviewing, for which we are able to call upon the expertise of our specialist medical unit. In business-to-business markets, depth interviews may be the only option due to the dispersion of respondents around a country or geographical region.

Depth interviews can be carried out face to face or over the phone. B2B International has developed different projective techniques (for whatever interviewing medium) to allow the interviewer to follow lines of questioning as appropriate to the respondent, probing particular areas of interest and/or knowledge with flexibility to change the line of questioning if needed.