Computer-Assisted Telephone Interviewing

CATI, or Computer-Assisted Telephone Interviewing, is a method used in market research to collect structured data by phone. Interviewers read questions from a computer screen and input responses directly into the system. Each CATI survey follows a pre-programmed script, which ensures consistency across interviews while allowing for complex routing, real-time validation, and quota management.

CATI is used when online surveys are not suitable—whether due to sample limitations, topic sensitivity, or the need for clarification during the interview. It is especially effective in studies involving regulated sectors, hard-to-reach demographics, or detailed feedback that benefits from interviewer support.

While often seen as a traditional method, CATI continues to play a vital role in delivering reliable, high-quality data where human engagement enhances research outcomes.

CATI Full Form and Meaning

The full form of CATI is Computer-Assisted Telephone Interviewing. It refers to a survey method where a live interviewer conducts phone interviews while using a computer to display the questionnaire and enter responses. Each question appears on screen in sequence, and the software handles complex logic, skip patterns, and real-time data capture.

In market research, the meaning of CATI extends beyond its literal definition. It represents a structured, interviewer-led approach that prioritizes data quality, consistency, and respondent engagement. CATI surveys are most often used when research requires both scale and control—delivering quantifiable results with the added benefit of human clarification when needed.

Historical Context

CATI emerged in the late 20th century as computing power became more accessible to research organizations. Before its adoption, telephone surveys relied on paper-based questionnaires, which were time-consuming and prone to error. CATI introduced a more controlled process by integrating survey logic into a computer interface, allowing interviewers to focus on the conversation while the software managed structure and flow.

Initially adopted by government agencies and large market research firms, CATI quickly became a standard method for handling complex, large-scale studies. Its ability to manage branching logic, validate responses in real time, and ensure consistency made it indispensable—particularly for projects requiring clean data across diverse respondent groups.

While digital self-completion methods have become dominant, CATI continues to hold value where human engagement, quality control, or regulatory standards demand more than what online-only surveys can offer.

Alternative Terms for CATI

CATI is sometimes referred to as Telephone Computer-Assisted Interviewing or Computer-Assisted Telephonic Interviewing. These terms are interchangeable and refer to the same method: using software to guide and record telephone-based survey interviews.

Who Uses CATI?

CATI is widely used across sectors where survey integrity, respondent reach, or regulatory compliance are priorities. It remains a standard method for:

Market research agencies conducting structured telephone surveys
Government departments running census, health, or public opinion studies
Healthcare providers collecting patient experience data
Academic researchers conducting large-sample social or behavioral studies

At the center of every CATI survey is the CATI interviewer. These professionals follow a computer-based script, ask questions clearly and consistently, and input responses directly into the system. They are trained to manage complex logic, clarify when needed, and ensure that each interview remains on track without bias.

CATI is used globally, but adoption varies by region. It remains common in the United States, United Kingdom, Germany, Japan, India, and Southeast Asia, where phone access remains strong, response rates are higher by phone than online, or where projects require strict compliance or interviewer verification.

When is a CATI Survey Used?

CATI surveys are used when quality, control, and reach are critical to the success of a research study. While online surveys offer speed and scale, they often fall short in situations where interviewer involvement improves data quality or response rates. This is where CATI excels.

A CATI survey is especially effective when the target audience includes individuals who are less digitally engaged or harder to reach through email, mobile, or web panels. This includes older populations, busy professionals, or those in rural areas with limited internet access. CATI is also ideal for longitudinal or tracking studies, where consistency over time is essential.

In studies that require complex routing or skip logic—such as regulatory compliance surveys, healthcare diagnostics, or segmented customer satisfaction programs—CATI provides the structure needed to guide respondents smoothly through multi-step questionnaires. Because the interviewer is supported by a programmed script, the risk of logic errors is eliminated, and responses are recorded cleanly in real time.

Common applications for CATI include political polling, brand and ad tracking, public health monitoring, B2B studies, and regulatory research across sectors like insurance, finance, and energy.

What Makes CATI Valuable?

CATI remains relevant not because it’s traditional, but because it delivers outcomes other methods can’t match in specific use cases. Its value lies in the controlled, scalable nature of interviewer-led surveys backed by digital tools. When precision and consistency matter, CATI provides both.

Consistency – Interviewers follow a script exactly as programmed, ensuring each respondent receives the same wording, sequence, and instructions
Data accuracy – Real-time validation checks help catch incomplete or illogical responses while the interview is still in progress
Speed to insight – Responses are captured and stored automatically, ready for immediate analysis
Scalability – Trained CATI interviewer teams can run hundreds of calls per day, across markets and time zones
Flexibility – The system can accommodate quota targets, randomization, language variations, and adaptive questioning

These capabilities make CATI the preferred method when response quality, not just volume, is the priority.

How CATI Surveys Are Run

Running a CATI survey requires planning, programming, and quality control. While the respondent experience may feel like a simple phone conversation, there is a complex infrastructure behind the scenes.

Questionnaire Programming
The survey script is developed using CATI software, incorporating skip logic, response validation, rotation, and branching paths.
CATI Interviewer Training
Interviewers are trained on tone, pacing, and protocols, including how to clarify questions without introducing bias. Their role is to guide respondents while keeping the interaction consistent and professional.
Live Calling
Interviews are conducted over the phone with responses entered directly into the system as the conversation progresses.
Quality Assurance
Supervisors monitor call quality and adherence to script. Real-time checks and back-end auditing help ensure that every interview meets compliance and research standards.
Data Delivery
Once complete, results are available for immediate export, analysis, and reporting—no manual transcription or data cleaning required.

Is CATI Quantitative or Qualitative?

CATI is classified as a quantitative research method. It is designed to collect structured, standardized responses that can be statistically analyzed. Most CATI surveys rely on closed-ended questions, which are ideal for measuring preferences, behaviors, or sentiment at scale.

However, CATI can also include open-ended questions to capture verbatim feedback. While this doesn’t make it a qualitative method, it allows researchers to collect limited narrative input alongside numeric data. When the goal is to explore emerging themes or uncover emotional nuance, deeper qualitative methods—such as in-depth interviews or focus groups—are more appropriate.

CATI strikes a balance: it provides the scale and structure of a survey, with just enough flexibility to gather deeper responses when needed.

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CATI’s Role in Research-Driven Growth

Strong research starts with the right method. CATI continues to play a vital role in delivering structured, high-quality data, particularly when projects demand accuracy, scale, and interviewer support. Whether you’re gathering feedback from difficult-to-reach audiences, validating messaging in regulated sectors, or running high-volume surveys under time pressure, CATI provides the control, consistency, and speed needed to move forward with confidence.

Talk to Us About Smarter Survey Research

At Kadence, we help brands run better research. Whether you need a CATI survey, a multi-market tracker, or a hybrid approach tailored to your needs, our team can support everything from questionnaire design to interviewer training and data delivery. Get in touch to find out how we can help.

Frequently Asked Questions

What does CATI stand for?
CATI stands for Computer-Assisted Telephone Interviewing. It refers to a telephone-based survey method where interviewers follow a script displayed on a computer and enter responses as the conversation happens.

What is the meaning of CATI in market research?
In market research, CATI is a structured interviewing technique that improves data consistency and accuracy. It combines human interaction with automated logic to manage question flow and ensure reliable results.

What is a CATI survey?
A CATI survey is a structured questionnaire conducted by phone using software that guides the interviewer and records responses in real time. This method supports complex logic and delivers clean, ready-to-analyze data.

Who is a CATI interviewer?
A CATI interviewer is a trained professional who conducts telephone surveys using CATI software. They ask questions as written, clarify when needed, and ensure each interview is completed accurately and objectively.

Where is CATI most useful?
CATI is often used when online methods are not viable or when response quality is a priority. It is commonly used in healthcare, government, public opinion polling, regulatory research, and B2B studies.