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Face-to-face data collection (CAPI & PAPI)

Not all our audiences are digital natives. Even the ones who are, sometimes need an alternative. That’s why we offer different data collection systems. Our computer-assisted personal interviews (CAPI) are face-to-face and use a device to record answers during interviews. While pen and paper personal interviews (PAPI) allow us to go old-school to collect invaluable data.

Our approach

With some audiences, the impact of interacting with a human rather than a digital platform can’t be underestimated. We can capture golden insights when people feel at ease in their natural environment.

Our dedicated CAPI and PAPI data collection teams span the UK. Their empathy and kindness allow us to reach a broader audience in a way that’s not always possible through digital channels.

We assess requests on an individual basis and tailor the approach to ensure the highest quality in data collection and analysis.



Allows for rich human interaction; respondents asking questions, interviewers probing further, leading to a greater quality of data.



We see up to 300% increase on completion rates for self-completed interviews, which are most suitable for a captive audience and a robust sample.


Online and offline

Both methodologies can be used both online and offline and don’t require WIFI, allowing interviews to be conducted in harder to reach areas. The functionality of CAPI is uncompromised, and surveys can still include concepts and images.

Research benefits

Quality control

Across CAPI and PAPI fieldwork, we 100% sight edit every completed interview to ensure the best quality data. As part of this, we sense check all questions have a logical answer and that the survey routing has been correctly followed.

Questionnaire design

Each questionnaire is tailor-made according to the methodology used. There's no “one-size fits all” approach. Instead, the same survey will be re-worked based on language and layout between CAPI, PAPI or any other methodology. This makes the most of each research arm according to the approach and audience.

In-situ responses

CAPI and PAPI market research data collection allows us to target a very specific area or collection of people. By having team members in a specific location, we can drill down to a particular store, street or restaurant. Something an online panel can’t always do. This means in-situ testing creates the best environment to capture respondent experience.

Research methods

Telephone data collection (CATI)

Telephone data collection (CATI)

Online data collection (CAWI)

Online data collection (CAWI)

Audience Access

Audience Access

Client sample surveys

Client sample surveys

Data processing

Data processing

Data analysis & visualisation

Data analysis & visualisation

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If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434