A field interviewer with a tablet interviewing a respondent outdoors

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Face-to-Face Research (CAPI)

Face-to-Face Research (CAPI)

Tablet-based face-to-face interviews in homes, streets, stores, venues and central locations, with GPS stamps, timing checks and back-checks.

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Feasibility and costs in 24 hours
One project manager from brief to data
ICC/ESOMAR and GDPR compliant

Best for: Audiences and places online surveys cannot reach
Settings: In-home, street, store, exit and central location
Quality: GPS stamps, timing checks, photos and back-checks
You receive: Clean data synced daily, plus field and quality reports

Overview

Face-to-face interviewing reaches people where they live, shop and travel, including rural households and visitors who would never see an online survey. For this reason, Research and Metric runs face-to-face CAPI projects, using computer-assisted personal interviewing on tablets.

Tablets handle routing and record GPS and timing. As a result, we can check every interview and sync data daily. In addition, our CAPI research services cover in-person data collection in a range of settings.

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A field interviewer with a tablet running a face-to-face CAPI interview with a shopper at a bright outdoor market — Intercept interviews reach people where they shop.

Where we run face-to-face CAPI interviews

In-home interviewsIncluding rural and hard-to-reach households and door-to-door surveys.
Street and intercept interviewsIn busy public areas, for example in-store intercept surveys.
Exit interviewsAt stores, resorts, venues and transport hubs.
Central location testingFor taste, pack and concept testing.
Business visitsTo shops, workshops and small firms.

How we check face-to-face CAPI quality

Among field research methods, however, 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

An interviewer with a tablet conducting a face-to-face CAPI exit interview with a visitor at a bright resort entrance — Exit interviews capture the experience while it is still fresh.

Step by step

How a face-to-face CAPI study runs

Sampling planFirst, we agree areas, starting points, quotas and contact rules.
ProgrammingNext, the questionnaire is loaded onto tablets in every language.
Interviewer briefingInterviewers then practise the questionnaire and protocols.
FieldworkMeanwhile, interviews sync daily with GPS, timing and quota tracking.
Back-checks and deliveryFinally, we deliver quality checks, clean data and a field report.

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

See this work in practice

a rural household survey on cooking fuel

Get a quote

Send us your brief

Tell us who you need to reach, where and how many. We reply with a plan.

Feasibility and costs in 24 hours
One project manager from brief to data
ICC/ESOMAR and GDPR compliant

Start your brief

Prefer to talk first?

Email uscontact@researchandmetric.com Call us+1 240-980-1551

FAQ

Frequently asked questions

Cannot find your answer? Ask our team or email contact@researchandmetric.com.

What is CAPI?

CAPI stands for computer-assisted personal interviewing. In practice, 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?

Choose it when the audience has limited internet access or when you need to show products or materials. It also suits cases where the moment matters, for example 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. Together, these checks show where and how long each interview took.

Can you run central location tests?

Yes. First, we recruit to quotas, book venues, prepare products and run interviews. In addition, we can add in-home use or focus groups.

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