Face-to-face interviewing reaches people where they live, shop and travel, including rural households and visitors who would never see an online survey. Research and Metric runs face-to-face research using CAPI, computer-assisted personal interviewing on tablets.
Tablets handle routing and record GPS and timing, so we can check every interview and sync data daily.
Where we interview face to face
- In-home interviews, including rural and hard-to-reach households.
- Street and intercept interviews in busy public areas.
- Exit interviews at stores, resorts, venues and transport hubs.
- Central location tests for taste, pack and concept testing.
- Business visits to shops, workshops and small firms.
How we check face-to-face quality
Interviewer-led data needs proof, so every interview leaves a trail.
- GPS stamps and interview timing on every record
- Back-checks on a share of interviews
- Supervisor accompaniment during early fieldwork
- Photo evidence of locations where appropriate
- Daily data sync and review
How a CAPI study runs
- Sampling planWe agree areas, starting points, quotas and contact rules.
- ProgrammingThe questionnaire is loaded onto tablets in every language.
- Interviewer briefingInterviewers practise the questionnaire and protocols.
- FieldworkInterviews sync daily with GPS, timing and quota tracking.
- Back-checks and deliveryQuality checks, clean data and a field report.
Related projects
See this work in practice: a rural household survey on cooking fuel.
Why agencies choose Research and Metric
- Reach beyond online panels
- GPS, timing and back-checks on every study
- Local interviewers who know the area and language
- ESOMAR-aligned processes and GDPR-compliant data handling
Frequently asked questions
What is CAPI?
CAPI stands for computer-assisted personal interviewing. Interviewers use a tablet that shows the questionnaire, handles routing and records answers, GPS and timing.
When should I choose face-to-face over online?
When the audience has limited internet access, when you need to show products or materials, or when the moment matters, such as exit interviews.
How do you check interviewers are honest?
We use GPS stamps, interview timing, supervisor accompaniment and back-checks on a share of interviews.
Can you run central location tests?
Yes. We recruit to quotas, book venues, prepare products and run interviews, and can add in-home use or focus groups.
