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CAPI market research agency

Qualitative market research agency
CAPI stands for Computer-Assisted Personal Interviewing. This is a form of face-to-face interviewing where the interviewer reads the survey questions from a tablet computer and inputs the respondent’s answers directly to the device. It combines the personal interaction of traditional interviews with the efficiency and reliability of digital data entry.
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Female market researcher conducitng CAPI interview with tablet computer

What is CAPI in market research?

CAPI (Computer-Assisted Personal Interviewing) in market research is a method where interviewers use a tablet computer to conduct face-to-face interviews. The interviewer reads questions from the device and directly inputs the responses. This technique improves data accuracy compared to self-completion, ensures consistency in questioning, and allows for faster data processing compared to pen and paper surveys. CAPI is often used in surveys that require visual aids, 'in the moment' product testing, or research in specific locations where telephone or online surveys are impractical.

How do we deliver CAPI?

To deliver CAPI (Computer-Assisted Personal Interviewing) research reliably, FieldworkHub agrees on clear research objectives with the client, assists in designing the questionnaire if needed, recruits and trains skilled interviewers, and confirms where and when the interviews will take place. In locations where our interviewers have internet connectivity we can review and share progress in real time. If reliable internet connectivity is not available, we can work offline and store the results ready to be uploaded later the same day.

CAPI market research clients

Monin logo
Stella Artois logo
Herbal Essences logo

UK CAPI market research agency

As one of the UK’s leading CAPI research agencies, our team can conduct face-to-face interviews across the UK. We offer street intercepts for CAPI research in major cities across the UK and we can pre-recruit for research that uses CAPI-based methodologies to carry out central location tests. We also offer data analysis and reporting for CAPI projects.

UK face-to-face CAPI study with beer drinkers

Close up of bar attendant pouring beer into a glass from a row of beer dispensers

A major beer brand wanted to obtain quantitative feedback on a prototype design for a new draught beer dispenser for use in UK pubs and bars, including A/B testing to find out if the prototype design made beer drinkers more likely to select the client’s brand in preference to competitor brands.

Number of UK participants:
300
Research countries:
Research audience:
Research industry focus:
View Study

International CAPI market research

As a leading international CAPI agency, we deliver CAPI-based methodologies in cities across North America, Europe, Asia, South America, Africa, and Australasia. We can also manage the entire CAPI process from research planning to data delivery and analysis, for stress-free delivery of accurate and effective personal interviews.

CAPI market research study with consumers in Saudi Arabia

An Arab woman pushes a shopping trolley to her car outside a supermarket in Saudi Arabia

Our client was working with the public authorities in Saudi Arabia on a project to encourage consumers to recycle more plastic packaging. They asked us to help them undertake quantitative research on current attitudes to recycling and to gather feedback on the prototype design for an app that would reward consumers with coupons or cash for taking plastic waste to a local collection station. The client was keen to get a good balance of male and female respondents.

Number of international participants:
400
Research countries:
Research audience:
Research industry focus:
View Study

What are the different types of CAPI research?

CAPI consumer behaviour studies

Understanding purchasing habits, preferences, and decision-making processes through face-to-face interviews, helping to tailor marketing and product strategies.

CAPI product testing research

Gathering detailed feedback on new or existing products via hands-on trials, identifying issues, and understanding product appeal before a product launch or update.

CAPI customer satisfaction surveys

Measuring customer satisfaction with products or services through direct interviews, improving offerings and customer service based on candid feedback.

CAPI brand awareness studies

Assessing brand recognition and consumer perceptions, identifying strengths and weaknesses, and enhancing brand image and awareness.

CAPI public opinion polls

Collecting data on social, political, or economic issues through direct interviews, ensuring accurate understanding and informed decision-making.

CAPI visitor experience studies

Capturing the experience of visitors to a particular event, store or attraction while they are on site or as soon as they leave for fresh and detailed feedback.

What are the benefits of CAPI for B2B market research?

CAPI in B2B research is typically used to capture feedback on events such as conferences and trade shows, but can also be used to gather other location-specific information, such as the opinions of shop owners. CAPI surveys are typically programmed using an online survey platform, so the question options are the same, but CAPI gives companies access to participants who would be hard to find online.

What are the benefits of CAPI for consumer market research?

CAPI is used in consumer research to capture quantitative data about visits to particular locations (such as shops, airports and theme parks) and reactions to a new product (e.g. taste tests, sniff tests, shelf tests etc). It can also be used to conduct research door to door when you need responses from a precise residential area. Depending on the incidence rate and the length of interview, consumer CAPI projects can be via intercepts (e.g. stopping people in the street) or pre-recruitment (i.e. where the respondents are asked to come to a venue at a particular time to be interviewed).

Key benefits of the CAPI research method

Enhanced Data Accuracy: Real-time entry and validation reduce errors, ensuring high-quality data.
Detailed Responses: Face-to-face probing allows for deeper, nuanced insights.
High Response Rates: Personal interviews achieve higher response rates, ensuring a representative sample.
Complex Surveys: Manage intricate questionnaires with branching logic and skip patterns effectively.
Immediate Data Access: Data is instantly available for quicker analysis and decision-making.
Flexibility: Can use multimedia elements like images and videos, enriching data collection.
Improved Engagement: Personal interaction keeps respondents engaged, leading to more accurate responses.
Data Security: Secure data collection and storage ensure respondent privacy.

CAPI market research FAQ

CAPI is a much better market research approach than a standard online survey when you need to collect data from a specific location (e.g. people attending an exhibition, visiting a tourist attraction, or leaving a store) or when the respondents need to provide feedback on their experience of a particular product in a controlled environment (e.g. taste tests, sniff tests etc). CAPI is also very valuable when you need to reach respondents who are under-represented on online panels (e.g. older people and those with low digital literacy or poor broadband connectivity).
The duration of a CAPI (Computer-Assisted Personal Interviewing) study can vary based on several factors, but a typical study might take approximately 2-4 weeks, driven largely by the lead time required to recruit and schedule the interviewers and the number of shifts that they need to work to collect the required number of responses.
The cost per complete for CAPI research is usually much higher than for a self-completed online survey because it is labour intensive. Also bear in mind that CAPI research charges are usually based on the number of hours that interviewers spend collecting data, rather than the number of responses obtained, because factors such as the weather can have such a big impact on the number of people available and willing to be interviewed.

We used FieldworkHub recently and now they’re our recruiter of choice. The briefing process is very simple and they’re very easy to deal with. Best of all is the ease and transparency of being able to check the recruits and their profiles so you have a good insight into each person.

James
Managing DirectorSilk Road Marketing

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