METHODS
Telephone interviews - CATI
CATI – Phone Research for B2B audiences
Structured, human-led telephone research with specialist professionals and decision-makers. RONIN delivers CATI, computer-assisted telephone interviewing and structured phone research for B2B projects that require trained interviewers, consistent questioning and direct engagement with targeted respondents. Our CATI teams support national and international B2B data collection, helping clients gather accurate and comparable responses through quality-controlled telephone fieldwork.
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What is CATI phone research?
CATI stands for computer-assisted telephone interviewing.
During each interview, a trained interviewer follows a digital questionnaire while speaking directly with the respondent by phone. The CATI system controls question routing and records responses in real time.
This approach combines the consistency of structured data collection with the benefits of human interaction.
Interviewers can explain the research process, clarify questions and maintain engagement, while the technology supports accurate routing, completeness and data capture.
For complex professional audiences, phone research can provide greater control and stronger engagement than a generic online invitation.
When to use CATI – Phone Research
- Senior and specialist respondents
- Structured B2B data collection
- Hard-to-reach audiences
- International research
- Complex questionnaires
- Quality at scale
How RONIN delivers CATI research
- We define the target audience, quotas, screening criteria and recruitment approach.
- Our teams review questionnaire wording, routing, terminology and practical interview length.
- Interviewers are trained on the research objectives, respondent profile and specialist terminology.
- Skilled interviewers conduct structured telephone interviews using CATI systems and agreed quality procedures.
- Responses are recorded directly during the interview, reducing manual processing and supporting faster delivery.
- We apply call monitoring, respondent checks, data review and progress reporting throughout fieldwork.
- Why phone research works for complex B2B audiences
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- Direct communication improves engagement
Professional respondents may respond better to an informed human approach than to an automated invitation.
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- Interviewers support clarity
Interviewers can clarify wording without influencing responses and help keep the survey on track.
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- CATI supports consistent delivery
Question routing and data entry remain structured across interviewers, markets and respondent groups.
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- Recruitment and interviewing can be integrated
Digital Recruitment and RONIN Edge – Expert Network can help identify and screen respondents before phone research begins.
