MAR Consult launches its CATI-center

In April research company MAR Consult has launched CATI-center with 60 working places in its central office.

It was decided to create CATI-center in order to increase efficiency of work on research projects and the volume of conducted research. Period of conducting telephone surveys is reduced by 50-70% due to the fact that large number of operators has opportunity to work simultaneously. Cost of such research for company’s clients has decreased due to savings on the volume of the conducted research.

Operators of the company have received internal training regarding specific character of telephone surveys. Following the results of training all operators were divided by the character of the research into market (B2B) and consumer (B2C) research groups, which allowed for improving of quality of work due to formation of specializations. Besides, quality of surveys is now constantly controlled by a supervisor who keeps in touch with project manager and analysts due to the fact that CATI-center is located in the central office of MAR Consult. The very closeness of field department allows project managers to constantly control quality of data collection which is especially important for projects with hard-to-reach and high-income target audience.

Since January to March CATI-center was working it test mode for adjustments necessary to provide a harmonious work of the center. At this moment the resource of CATI-center is comprised of 40 working stations. It is planned to switch to a full working capacity of 60 stations by the 3rd quarter of 2010.

According to Dmitry Shimanov, General Director of the research company MAR Consult “Each company which wants to take leading positions on the market should constantly develop. , When talking about the specific nature of our business this concerns both new technologies and new research tools and methods. Launching of CATI-center creates an opportunity of considerable expansion for us. That’s why in spite of significant investment in creation of CATI-center which would pay off in about a year if working at full capacity we’ve decided to make these investment. We would be able to offer our clients a wider range of services at a lower price”.