Abstract:

For market researchers, a key advance in recent years has been CAPI. However, there has been little dispassionate analysis of whether CAPI has delivered on the promised advantages. When it was first introduced, many raved: certainly it costs a lot, they argued (as car salesmen), but look at the features. Previous work in this area has focused on the benefits from either a methodological or internal perspective. But what about our paymasters: the clients? How, if at all, have they benefited from CAPI? This paper examines CAPI from a commercial standpoint, and whether clients have noticed the change.