Content Type:

Glossary

Direct Computer Interviewing Definition

Consumers are intercepted in a mall or other central location and interviewed by a computer that asks questions and accepts responses.

Direct computer interviewing, or DCI, gathers data and insights from respondents using computer-assisted technology in locations like a shopping mall. The research method involves administering surveys, questionnaires or interviews through such digital interfaces as online forms or mobile apps without the need for a human interviewer. This interviewing process reduces bias because data is collected without human interaction. What’s more, the method allows for automated data collection, analysis and storage and provides real-time data for marketing professionals.

Who relies on direct computer interviewing (DCI)?

Market research firms, businesses, academic institutions and government agencies use DCI because it is a cost-effective way to collect data about consumer preferences, behavior and opinions in a large population.

Who should I care about direct computer interviewing (DCI)?

DCI allows marketing professionals to connect to diverse and geographically dispersed audiences and gather a variety of insights. This collection ensures anonymity, which can add up to more honest responses. What’s more, its scalability and automation make it a desired option for researchers to efficiently gather and analyze large amounts of data.