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Module of the in-depth market analysis

CAWI and CATI surveys for B2B and consumer markets

A CAWI survey is an online questionnaire. CATI is a telephone interview run from a script. We use surveys when secondary data lacks the voice of customers: how well they know a brand, what they are willing to pay and what they need. A survey can be ordered on its own or as a module of an in-depth market analysis.

B2B sample 200–300 companies

Consumer sample 400–1000 people

Fieldwork from 15 working days

Request a quote See the in-depth market analysis

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We show client names and logos only with their direct consent. Most of our projects are covered by a confidentiality clause.

What are CAWI and CATI surveys?

CAWI (Computer-Assisted Web Interview) is a questionnaire the respondent fills in alone in a browser. CATI (Computer-Assisted Telephone Interview) is a phone call in which an interviewer reads the questions and records the answers in the system as the call goes on.

In B2B research CATI usually works better. The person who makes purchasing decisions is easier to reach by phone than by email, and the interviewer can ask follow-up questions. We choose CAWI for large consumer samples and when the respondent has to see a picture, a price list or a product concept.

CATI interviews are run by our own team. Large CAWI surveys are carried out with a partner that has an online respondent panel.

Survey results presented as charts and tables

When is a survey worth doing?

You want to measure brand awareness and compare it with competitors

You are setting an acceptable price and checking willingness to pay for a new product

You are estimating market potential and the number of companies that could buy your product

You want to learn what B2B buyers need and how they choose suppliers

You need a baseline before a campaign so you can measure its effect later

What a survey project includes

Step 1

Questionnaire

We write the questions around the research goal and agree them with you. A typical survey takes 3 to 15 minutes.

Step 2

Sample and quotas

We decide who to ask and set quotas, for example by region, company size, industry or age.

Step 3

Pilot

Before fieldwork starts we test the questions on a few respondents and fix anything unclear.

Step 4

Fieldwork

CATI interviews are run by our interviewers. For large CAWI samples we use a partner panel.

Step 5

Quality control

We check completion times and answer consistency. Questionnaires that fail the criteria are rejected.

Step 6

Analysis and report

We break the results down by segment and turn them into conclusions for your decision.

Sample size and timing

Typical parameters of the surveys we design for clients.

200–300 companies in a typical B2B CATI survey

400–1000 respondents in a consumer CAWI survey

3–15 minutes: typical questionnaire length

15–20 working days for a short survey, 4–5 weeks for a larger sample

Survey examples

Surveys we have designed for clients in different industries.

Construction and agricultural machinery

Brand rating among dealers and users

A machinery manufacturer wanted to know how dealers and users rate its brand against competitors and what drives the choice of a machine.

Logistics

Needs of logistics buyers

A logistics operator researched what pharmaceutical companies expect from a warehousing and transport provider.

Functional drinks

Price and purchase occasions

A drinks brand used a consumer survey to check category awareness, purchase occasions and acceptable price.

What you get

A report with results and conclusions in PDF or PPT

Result tables broken down by segment

An XLSX file with anonymised respondent answers

The questionnaire and a method note: sample, quotas and fieldwork dates

A results presentation for the board, if you need one

When the module is part of an in-depth market analysis, industry, scientific and business experts also comment on the results.

Frequently asked questions about CAWI and CATI surveys

What is the difference between CAWI and CATI?

CAWI is an online questionnaire the respondent completes alone. CATI is a telephone interview run by an interviewer. In B2B research CATI usually works better because it reaches the person who makes purchasing decisions. CAWI suits large consumer samples and questions that need an image.

How many respondents does a survey need?

B2B surveys usually cover 200–300 companies, because the number of buyers in a market is limited. Consumer surveys cover 400–1000 people. Sample size also depends on how many segments you want to compare.

How long does a CATI or CAWI survey take?

A short survey takes 15–20 working days. A sample of 400–600 people usually needs 4–5 weeks. A large CAWI panel survey of about 1000 people takes around 4 weeks.

Do respondents know who commissioned the survey?

Not unless you want them to. We ask on behalf of MarketHub and report results in aggregated, anonymous form.

Can I see the questionnaire before fieldwork?

Yes. We always agree the questionnaire with you and start interviews only after your approval.

Can I order a survey without a market analysis?

Yes. We run surveys as standalone projects or as a module of an in-depth market analysis.

Request a quote

Quote form

Request a quote: Surveys: CAWI and CATI

We send the scope, timeline and price within 72 hours of your enquiry.

Other modules: Focus groups · Expert interviews · Demand model in Excel · Strategy workshop · Competitive intelligence