Mixed Mode: a practical guide to smarter market research

If you’ve landed on this article, you’re likely a market research professional seeking solutions and answers. You’ve likely wondered how to make the most of the various research methodologies and optimize your results. That’s where Mixed Mode comes in. For nearly 20 years, this approach has combined the strengths of different data collection techniques, primarily CATI (Computer assisted telephone interviews) and CAWI (Computer assisted web interviews) to deliver more robust research outcomes.
Let’s dig in.

A battle of two methodologies: CATI vs. CAWI in Market Research

With the rise of CAWI in quantitative research, there were early debates about whether it would replace CATI. It felt like a competition: CATI vs. CAWI, much like the battle between printed books and e-readers like the Kindle. Many predicted the death of paper books, but here we are, both still thrive. The same goes for CATI and CAWI. Each methodology has its own merits, so why not combine them taking the best of both metholodogies?

Think of it this way: there’s nothing wrong with having both a book and a Kindle in your bag. They serve different purposes, and together they can offer the best of both worlds. The same is true in market research—when used wisely, mixed mode can bring significant advantages.

Using only CATI for a research sample can introduce bias—typically, you’re reaching an older demographic since phone reachability can be tricky. On the other hand, relying solely on CAWI usually involves panels, which may offer cost efficiency but don’t always guarantee top-quality responses. The solution? Mix them. 

Real-world applications of Mixed Mode Research

Let’s imagine you’re conducting a customer satisfaction survey. You want to use CATI because your brand prioritizes human touch, and speaking to your customers directly aligns with the brand values. But what happens when some customers don’t pick up the phone? In this case, there’s no harm in following up with a CAWI link via email. Or, do it the other way around, start with an email, and for those who don’t respond, give them a call. This is mixed mode in action—adapting to the situation to ensure the highest possible response rates.

Another example is Mixed Mode by Design. Say you want to show part of your sample some visual media, like a new product concept. CAWI works best here because it can present images and videos. But for another group, you might want to see how they react without any visual cues, perfect for a CATI approach. Combining both allows you to explore how different presentations impact feedback.

Sometimes, it’s all about budget constraints. Ideally, you might want to run everything via CATI for quality control, but the costs could be too high. CAWI offers a cheaper alternative, so why not run a portion of the study online and the rest over the phone? This way, you can even compare how responses differ between the two groups.

The power of social media in Mixed Mode

Here’s an extra dimension to the mixed mode approach: social media advertising. Both CATI and CAWI can sometimes fall short when it comes to reaching specific or niche audiences. By incorporating social media ads, whether through lead generation or directing respondents via a link, you can bridge that gap. This approach allows you to tap into those harder-to-reach segments, bringing greater diversity and representativeness to your sample, and ultimately elevating the quality of your research.

Mixed Mode: The best of both worlds

At its core, mixed mode is about taking the best elements from both CAWI and CATI. The key benefit? You get the flexibility to present multimedia through CAWI, while maintaining the high-quality human interaction CATI provides. It’s a smart balance of efficiency and depth, allowing you to control the process while ensuring data integrity.

So, if you’ve read this far, it’s clear that you see the potential of mixed mode and should get in touch with us. Whether you’re trying to deepen customer understanding, reach difficult demographics, or balance quality and cost, mixed mode could be the key to unlocking better research outcomes.

Don’t let your next project be limited by a single method. Contact us!