Screen Sharing CATI: How to Run Conjoint and Ad Tests Over the Phone

Screen-sharing CATI combines the rapport and control of live telephone interviewing with visual stimulus delivery. Respondents can view concepts, ads, product images, or tradeoff exercises while an interviewer guides them through the study.

Why Screen Sharing Changes CATI

Traditional CATI is often viewed as a voice-only methodology. Screen sharing changes that. It allows interviewers to share a secure screen with respondents so they can evaluate visual stimuli and complex tasks during a live phone interview.

• Respondents can view concept boards, claims, product images, and ad creatives.
• Interviewers can guide respondents through complex exercises without turning the study into a self-serve survey.
• Researchers can reach hard-to-reach niche respondents who may not complete the same study online.

Best-Fit Study Types

Screen-sharing CATI is especially useful when the respondent audience is difficult to reach and the research design requires visual presentation. It can support conjoint, MaxDiff, discrete choice, product testing, pricing research, ad testing, and concept evaluation.

• Conjoint and discrete choice models.
• MaxDiff prioritization.
• Ad, claims, and message testing.
• Product and package evaluations.
• Pricing and feature tradeoff exercises.

Data Quality Advantages

The interviewer can confirm the respondent is seeing the correct screen, clarify task instructions, and monitor confusion in real time. This helps reduce abandonment and can improve completion quality for complex exercises.

When to Consider It

Use screen-sharing CATI when the audience is valuable, the survey is complex, and the visual task would be difficult for respondents to complete without human guidance. This is particularly relevant for B2B, healthcare, executive, and other low-incidence audiences.