One of the major players in consumer and insight business in Africa, TNS RMS, has unveiled a new data collection method called Computer Aided Telephone Interviewing (CATI).
The Regional Operations Director, Africa and Middle East, Tyson Mckeown said the new approach is focused on driving the electronic digital agenda which has become a new language in today’s market.
Adeola Tejumola, the Managing Director, TNS RMS,, said: “the adoption of the new approach to gathering data was not intended to abandon existing methods but to complement them, with a view to providing range of options for numerous clients.”
According to him, being a pioneer in market research industry, it was imperative for the organization to key into a strategy that is bound to revolutionize the data collection landscape. He added that the huge penetration of mobile phone users has necessitated clients to adopt a non-conventional approach to data gathering. He, however, disclosed that a total of 26 call centres have been established within the Lagos metropolis.
“Today many researchers utilize mobile phones and tablet devices in over 75 per cent of their face to face fieldwork and now have added telephonic interviewing to its capability, extending the ability to reach over 100million Nigerian consumers and those in neighboring West African markets,” said the company’s operations director, Dharmendra Jain. “with telephonic interviewing the execution time is much quicker due to the ability to reach to reach a large number consumers quickly just by making a phone call.”