'Traditional CAWI' Too Slow for Some, Says Nunwood

Nunwood Consulting is using personal digital assistants (PDAs) alongside software developed in-house to enable the uploading of interviews as they are completed, allowing researchers 'back at base' to instantly monitor, collate and view quantitative results, 'real time'.

The technique is currently being used on a research project measuring responses to a new television advertising campaign for clients Standard Life. With 'traditional' computer aided wireless interviewing (CAWI), data is downloaded from laptops at the end of a full day's interviewing, as opposed to after each individual interview, which can be a significant time lag on some projects. The new technique involves the transmission of answers via General Packet Radio Service (GPRS), and their automatic collation with answers from other interviewers.

Nunwood MD Clare Bruce says the instantaneous feedback is something 'clients have been shouting out for' and that the ability to offer them the chance to take immediate action in response to findings will provide the agency with competitive advantage of its own.


In separate news from Nunwood, Martin Reed has been appointed an Associate Director in the qualitative division. He worked previously at RDSi, for high profile FMCG clients in projects involving brand strategy, new product development and advertising evaluation.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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