CAPI (Computer Assisted Personal Interviewing) market research is an important data collection tool and is used to carry out face-to-face research. This is done usually on a tablet computer.
Answers to questions are collated and stored electronically at the point of interview, so more secure and real time data is available throughout the fieldwork period.
CAPI market research interviewing comes across as sleeker and more modern than traditional face to face interviewing utilising paper questionnaires. For this reason, CAPI can be a better fit for image conscious brands who want their market research representitives to fit cloder to their oen brand's image.