O2I CATI Field Services Helped a Client Study the Internet and Technology Behavior of Children Across Australia

Background

The company is a global leader in Internet Media and Market Research solutions with high quality, technology-driven products and services. The company portfolio includes panel-based and site-centric Internet audience measurement services, online advertising intelligence, user lifestyle and demographic data, e-commerce and transaction metrics, and custom data, research and analysis.

Management challenge

• To study the Internet and technology behavior of children across Australia
• To complete 500 CATI surveys of parents and children between age 6 and 17 across all Australian states
• The average duration of the CATI interview was about 30 minutes, which is a significant challenge particularly with young children
• To source/build a B2C database across all Australian states with the agreed quota for each state
• To deliver the surveys within 4 weeks in a cost-effective manner

Approach

• Developed a list sufficient to generate 500 surveys within agreed quotas for each state
• Designed and delivered a CATI training program for the interviewing team that was essential for speaking with child survey participants
• Provided daily progress reports to client with updates highlighting, key issues and interviewer feedback
• The surveys were completed with a personal/conversational style to keep the parents and more importantly, the youngsters interested
• To prevent bias in research results, the selected respondents had to adhere to strict criteria – the children had to use Internet and had to be in the age group of 6 to 17. A 30-minute questionnaire featured only multiple-choice questions
• Dedicated QC team provided quality assurance of voice and data screen records

Results

• Delivered 500 CATI surveys within the specified state quotas
• Completed the project on-time in 4 weeks
• Interview screen created using Industry standard CATI application
• 100% of voice and data screens captured
• The project was completed within budget and resulted in about 30% cost savings

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