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

CATI interviewing

Our in-house b2b fieldwork telephone unit includes dedicated CATI-stations, which offer numerous benefits, including:

  • 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 research increases the speed and accuracy of telephone interviews by controlling the sample, quotas and questionnaire flow, significantly reducing costs.


In-Depth interviewing

In-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, in-depth interviews may be the only option due to the dispersion of respondents around a country or geographical region.

Carried out face to face or over the phone, we have developed different projective techniques, enabling us to explore topics in as much detail as possible. Whatever the interviewing medium, they enable 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.