Multilingual CATI Center: a Response to the Globalization of Research

Internationalization of the markets

It is by now an acquired notion that market research is a fundamental moment of a productive activity.
The continuous increase in competitiveness on international scenarios produces a demand for data and analysis in order to make marketing offices able to operate at their best.

Demetra has long been prepared to operate on these constantly changing scenarios, developing and improving its research techniques and the tools it uses, paying particular attention to the training of human resources able to operate on foreign markets.

The market response to the demand for international surveys

One of the tools to operate on international markets maximizing the benefit / cost ratio is the online panel. The advantages linked to the easy availability of target profiles make it an effective tool and with rapid response times even if within the methodological limits connected to the use of a single field tool. Demetra has international panels with millions of panelists distributed in over XNUMX countries and regularly carries out surveys in European, North American and Asian markets.
In order to carry out these surveys we have a network of collaborators and a staff able to follow the whole process, starting from the script of the questionnaire in the language.
An example of countries where surveys are under way: France, UK, China, United States, South Korea, New Zealand.

When the panel is no longer enough - markets that are difficult to analyze

Often the common feature of respondents to panel surveys is that they do not include certain social groups of the population that do not have extensive consumer experiences in terms of brands, products and services.
In some countries it is therefore not possible to know, with the sole use of the Panel, market areas with low income or with a low propensity to consume. 
In recent studies, such as "Do Mobile Phone Surveys Work in Poor Countries?", By Ben Leo, et al. and "Rural panel surveys in developing countries" by Lingxin Hao et al., the results of surveys carried out in low-income countries (Afghanistan, Ethiopia, Mozambique and Zimbabwe) and in 5 emerging Asian nations (China, India, Indonesia, Nepal, Thailand).
What emerges is the presence of large shadow areas of the market, very difficult to investigate and analyze.
The major obstacles to carrying out representative surveys of the population are linked to the difficulty of reaching certain sections of the population.

Multilingual CATI center

How to obtain information from these unexplored markets, with little or no adhesion to the panels or where instability prevents the development of a company capable of offering advanced services?
In these cases, the use of CATI (or CAMI) mode is the most effective method for the good level of coverage offered.
Demetra has twenty years of experience in CATI surveys and has recently started implementing a multilingual CATI service capable of managing the entire process, from the translation and computerization of the questionnaire, administration of the same and supervision of interviews with mother-tongue operators . 
We are able to operate in all Arabic-speaking countries (we have recently carried out a survey in Libya), in the main Eastern European countries such as Romania, Albania and Russia.

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