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Web interviewing Definition

The process of conducting a survey via the Web. Also called online interviewing, Web survey or CAWI.

Web interviewing refers to the practice of conducting surveys or qualitative interviews through internet-connected platforms. Also known as online interviewing or CAWI (Computer-Assisted Web Interviewing), it typically involves participants completing questionnaires via a browser or engaging with a moderator through video or chat-based tools. This method enables researchers to collect responses quickly, cost-effectively and across wide geographies – without needing physical presence.

Who uses web interviewing in the field?

Researchers across sectors rely on web interviewing to access broad or targeted respondent groups. Quantitative researchers use self-administered web surveys to collect large volumes of standardized data, while qualitative teams use video or chat platforms to run interviews or even digital focus groups. Organizations conducting usability testing, concept testing or tracking studies often prefer this approach for its speed, flexibility and respondent convenience.

Why does web interviewing matter for researchers?

If you're designing research in today’s digital landscape, web interviewing is essential. It not only increases access to respondents who may be difficult to reach via traditional means but also accelerates the entire research cycle. Unlike telephone or in-person approaches, web interviewing offers flexibility for participants to respond on their own schedule (in asynchronous formats) or to participate in real-time virtual sessions with moderators or teams.

What makes web interviewing important in modern research?

Web interviewing supports consistent formatting and automation, which boosts efficiency and reduces data entry errors. It also enables features like skip logic, multimedia integration (e.g., showing stimuli or videos) and real-time analytics dashboards. For qualitative applications, tools like virtual whiteboards or screen sharing add richness to the interaction. In a world where speed and agility matter, web interviewing empowers researchers to launch studies, adapt quickly and gain insights faster than many traditional methods allow.

When is web interviewing especially effective?

This method shines when reaching geographically dispersed or digitally native audiences. It’s ideal for projects where cost constraints prevent in-person fieldwork or where fast turnaround is critical. During global disruptions like the COVID-19 pandemic, web interviewing proved vital for continuity – and it remains a staple for many agile research teams even as travel has resumed.