The New Age Of Multimedia Research

BMRB International has developed the Multimedia CAPI, a revolutionary new research method.

This technology allows interviewers to record responses. Back at base clients can then hear responses as they were actually spoken.

The capacity of the CD-Rom allows vast quantities of prompt material to be stored. For instance, when doing research on the readership of Vogue it is possible to show specific issues of the magazines. For the first time, audio-visual material can be incorporated into questionnaires and replayed to respondents in their own homes. It is also possible to incorporate self-completion, where using head-phones, respondents can complete the questionnaire themselves; this is a particularly useful option where information on sensitive issues needs to be collected.

The information collected on the lap-tops can then be down-loaded instantly to the research base where it will undergo further analysis.

This new technology should make interview responses more reliable and conclusions to be reached much faster than they would using traditional market research methods.

BMRB: 0181 280 8243