In the dynamic landscape of market research, Computer-Assisted Telephone Interviewing (CATI) has emerged as a transformative tool, especially in developing African countries. With its ability to bridge accessibility gaps, reduce costs, and expand research reach,

CATI has become a cornerstone for gathering meaningful insights in regions where traditional methods may falter.

This article delves into how CATI is revolutionizing market research across the continent, making it more accessible and inclusive, and examines its untapped potential in capturing the voices of rural and hard-to-reach populations.

CATI is a market research technique where trained interviewers conduct surveys over the phone using computer software. This software facilitates real-time data input, validation, and analysis, ensuring a streamlined and efficient process. Unlike face-to-face interviews or online surveys, CATI does not require physical presence or internet connectivity, making it particularly advantageous in regions with infrastructure challenges. The Accessibility Advantage One of the most significant barriers to market research in many developing African countries is limited infrastructure. Traditional face-to-face interviews often require extensive travel, logistical planning, and significant costs.

CATI eliminates these hurdles by leveraging mobile phone networks, which have seen widespread adoption across Africa. Mobile Penetration: According to GSMA, mobile penetration in sub-Saharan Africa has reached over 46%, with many individuals relying on basic or feature phones.

CATI leverages this penetration to access respondents who would otherwise be unreachable. Reduced Costs: Conducting telephone surveys is far less expensive than deploying field teams. This affordability has opened doors for smaller organizations and researchers with limited budgets to undertake meaningful studies.