Managing CATI Surveys in Georgia?

Georgia’s market research landscape presents unique fieldwork realities. While urban centers like Tbilisi and Batumi boast high mobile penetration, reaching diverse populations across the country requires a nuanced approach to telephone interviewing. Landline usage continues to decline, shifting the focus to mobile-first strategies for CATI data collection. Understanding these connectivity patterns and regional differences is fundamental for accurate data capture. Our in-country teams are adept at managing these fieldwork realities. Global Vox Populi consistently manages these fieldwork realities in Georgia for CATI projects, delivering reliable data collection.

What we research in Georgia

In Georgia, our CATI research addresses a range of business intelligence needs. We conduct brand health tracking to monitor consumer perceptions of key brands across industries like retail and telecommunications. Segmentation studies help clients understand distinct consumer groups within the Georgian market, informing targeted marketing strategies. We also field usage and attitudes (U&A) research, concept testing for new products or services, and customer experience surveys. For public sector clients, CATI supports policy perception studies and citizen satisfaction measurement. Each project scope is customized per the client’s specific brief and research objectives.

Why CATI fits (or struggles) in Georgia

CATI research fits well for reaching urban populations in Georgia, especially those with consistent mobile phone access. It offers a structured way to gather quantitative data quickly for shorter surveys, particularly among digitally engaged segments. The method can be efficient for brand tracking or simple product feedback. However, CATI faces challenges in Georgia. Landline penetration is low and continues to decrease, limiting its reach to older demographics. Reaching rural or very low-incidence B2B audiences via phone can be difficult. Language diversity, including Georgian, Russian, and minority languages, requires multi-lingual interviewer teams. For segments or regions where CATI struggles with reach or response rates, we often recommend CAWI surveys in Georgia or targeted CAPI for better coverage.

How we run CATI in Georgia

Our CATI operations in Georgia begin with careful recruitment source selection. We draw respondents from in-country proprietary panels, reputable mobile number databases, and employ random digit dialing (RDD) where appropriate for general population studies. Screening protocols include geo-targeting, strict quota management, and recent-participation checks to prevent respondent fatigue. All fieldwork is conducted from centralized call centers or supervised remote agent setups, delivering consistent quality. We cover key languages including Georgian, Russian, Armenian, and Azerbaijani, deploying interviewers fluent in the relevant language. Our interviewers are native speakers, trained specifically in CATI software, neutral accent delivery, and Georgian cultural sensitivity. Quality assurance includes live call monitoring, silent monitoring, recording of all calls for review, and daily back-checks on a percentage of completed interviews. Deliverables typically include raw data in SPSS or CSV formats, interactive dashboards, detailed debrief presentations, and comprehensive reports. Project management maintains a steady cadence with daily data updates and weekly client calls.

Where we field in Georgia

Our fieldwork capabilities for CATI research in Georgia extend across the country’s key urban centers and wider regions. We regularly conduct interviews in Tbilisi, the capital, as well as major cities like Batumi, Kutaisi, Rustavi, Gori, and Zugdidi. Beyond these primary hubs, we use mobile network penetration to achieve broader coverage, including semi-urban and accessible rural areas. Our strategy for reaching diverse geographic segments involves careful sampling design and interviewer allocation. Language coverage is critical, with fieldwork conducted in Georgian, the official language, and Russian, which is widely understood by older generations and in specific minority regions. We also accommodate interviews in Armenian and Azerbaijani for populations in respective border regions, delivering comprehensive national representation for your research in Georgia.

Methodology, standards, and ethics

We adhere to stringent international standards for all research conducted in Georgia. Our operations are aligned with ESOMAR guidelines and the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics (2016 revision). Where applicable, we follow ISO 20252:2019 for market, opinion, and social research. We also consider the best practices promoted by the Georgian Association of Opinion and Marketing Researchers (GAMOR) where relevant. For CATI projects, we apply AAPOR response rate definitions and transparency principles, delivering methodological rigor and clarity in reporting.

Applying these standards to CATI in Georgia means every respondent receives clear disclosure about the survey’s purpose and our identity before participation. Verbal consent is captured and recorded in compliance with data protection laws. Interviewers are trained to maintain neutrality, avoid leading questions, and respect respondent privacy. We implement strict protocols for data anonymization and secure storage from the point of collection, safeguarding individual privacy throughout the research lifecycle.

Quality assurance is embedded in our CATI workflow. This includes real-time call monitoring, recorded call reviews, and back-checking a significant percentage of completed interviews to verify data accuracy and interviewer compliance. Quota validation delivers samples accurately reflect target demographics. For quantitative outputs, statistical validation checks for consistency and anomalies, providing reliable and dependable data for decision-making.

Drivers and barriers for CATI in Georgia

DRIVERS

Georgia’s high mobile phone penetration, estimated at over 100% of the population, is a primary driver for CATI research. This widespread access allows for significant reach across various demographics, particularly in urban and peri-urban areas. There is an increasing demand for timely data in sectors like retail and finance, which CATI can deliver efficiently. A general willingness to participate in surveys over the phone, particularly when the purpose is clearly communicated, also supports this method’s effectiveness in Georgia.

BARRIERS

One barrier for CATI in Georgia is the declining relevance of landlines, making comprehensive household sampling challenging without a mobile-first approach. Potential for survey fatigue exists, especially for general population studies, impacting response rates. Cultural sensitivity around certain topics may lead to reluctance to discuss them openly over the phone. Reaching specific low-incidence B2B audiences or very remote rural populations can also prove difficult, sometimes requiring alternative or hybrid methodologies.

Compliance and data handling under Georgia’s framework

All CATI research in Georgia operates in strict compliance with the Law of Georgia on Personal Data Protection (2012, amended 2023). This framework governs the collection, processing, and storage of personal data. For CATI, this means obtaining explicit and informed consent from respondents before any interview proceeds. We clearly communicate the purpose of data collection and how information will be used. Data residency requirements are observed, and all collected data is anonymized as soon as the research purpose allows. Respondents retain rights to access, rectify, or withdraw their data, and our processes are designed to honor these provisions, delivering ethical and legal data handling for quantitative research services in Georgia.

Top 20 industries we serve in Georgia

• Financial Services: Customer satisfaction, product concept testing, brand perception studies for banks and insurance providers.
• Retail & Consumer Goods: Shopper behavior, brand health tracking, new product testing for FMCG and retail chains.
• Telecommunications: Service satisfaction, churn drivers, new plan adoption rates for mobile and internet providers.
• Tourism & Hospitality: Traveler experience, destination branding, perception of hotel services and amenities.
• Agriculture & Food Production: Farmer attitudes, market demand for agricultural products, consumer preferences for local foods.
• Energy & Utilities: Customer satisfaction with service providers, perception of renewable energy initiatives.
• Construction & Real Estate: Buyer preferences, market demand for housing types, perception of new developments.
• Automotive: Brand perception, purchase intent for new models, after-sales service satisfaction.
• Healthcare & Pharmaceuticals: Patient experience, brand awareness for pharmaceutical products, physician perceptions.
• Public Sector & Government: Citizen satisfaction with public services, policy feedback, opinion polling on social issues.
• Education: Student and parent satisfaction, course demand, perception of educational institutions.
• Media & Entertainment: Content consumption habits, audience segmentation, subscription preferences for digital platforms.
• Logistics & Transportation: Customer satisfaction with shipping services, freight forwarder perceptions, transit route analysis.
• Mining & Metals: Industry stakeholder perceptions, market dynamics for key commodities.
• Wine Production: Consumer preferences for Georgian wines, export market potential, brand perception studies.
• IT & Software: User experience, demand for new software solutions, B2B technology adoption.
• Manufacturing: B2B customer satisfaction, supply chain perceptions, demand for industrial products.
• Beauty & Personal Care: Brand awareness, product efficacy testing, consumer purchasing drivers.
• Fashion & Apparel: Brand perception, retail channel preferences, seasonal trend analysis.
• QSR & Food Service: Menu item testing, customer satisfaction with dining experiences, brand loyalty.

Companies and brands in our research universe in Georgia

Research projects we field in Georgia regularly cover the competitive sets of category leaders such as TBC Bank, Bank of Georgia, and BasisBank in financial services. In telecommunications, our scope often includes Silknet and MagtiCom. Retail insights frequently involve brands like Carrefour Georgia, Nikora, and Goodwill. We also analyze the automotive market dynamics around brands like Tegeta Motors and Iberia Auto. In the energy sector, companies such as SOCAR Georgia and Wissol are often part of the competitive landscape we examine. Other prominent brands whose categories shape our research scope in Georgia include Borjomi, Teliani Valley, Badagoni in beverages, and PSP Pharma and Aversi in healthcare. Whether the brief covers any of these or a category we have not named, our process scales to it.

Why teams choose Global Vox Populi for CATI in Georgia

Our Georgia desk runs on senior researchers with an average tenure of 7+ years in market research. Translation and back-translation for CATI scripts, questionnaires, and deliverables are handled in-house by native speakers of Georgian, Russian, Armenian, and Azerbaijani. Clients benefit from a single project lead from kickoff through debrief, delivering consistent communication and accountability. We provide real-time data access during fieldwork through client portals, allowing for faster decision-making and project adjustments. This integrated approach distinguishes our CATI research in Turkey and across the region.

Ready to scope a project? Send us your brief and we will come back with a sample plan, panel options, and recommended approach. Request A Quote.

Want to see the kind of work we deliver? View Case Studies from our research projects.

Frequently Asked Questions

Q: What kinds of clients commission CATI research in Georgia?
A: Clients commissioning CATI research in Georgia typically include multinational corporations seeking regional insights, local businesses expanding their market reach, and public sector organizations evaluating policy effectiveness. We also work with marketing agencies and consulting firms who require reliable data from the Georgian market. This method supports diverse objectives across many sectors.

Q: How do you deliver sample quality for Georgia’s diverse population?
A: Delivering sample quality in Georgia involves a multi-pronged approach. We use carefully curated mobile number databases and apply advanced random digit dialing (RDD) techniques where appropriate. Geo-targeting and socio-demographic quotas are strictly managed. Our in-country teams understand regional nuances, helping us achieve representative samples across diverse urban and rural segments.

Q: Which languages do you cover in Georgia?
A: For CATI research in Georgia, our interviewers are proficient in Georgian, the official language. We also routinely conduct interviews in Russian, which is widely spoken, especially among older generations and in certain regions. Also, we can accommodate interviews in Armenian and Azerbaijani to deliver comprehensive coverage of minority populations where relevant for specific project needs.

Q: How do you reach hard-to-find audiences (senior B2B, low-incidence consumer segments) in Georgia?
A: Reaching hard-to-find audiences in Georgia for CATI projects requires specialized approaches. For senior B2B, we use professional databases and conduct targeted outreach by experienced interviewers. For low-incidence consumer segments, we employ advanced screening questions, panel pre-profiling, and sometimes a multi-mode approach. These strategies minimize wasted effort and maximize reach.

Q: What is your approach to data privacy compliance under Georgia’s framework?
A: Our approach to data privacy in Georgia strictly adheres to the Law of Georgia on Personal Data Protection. We obtain clear, informed consent from all CATI respondents before interviews begin. Personal data is anonymized or pseudonymized promptly after collection. We implement reliable security measures for data storage and processing, delivering all respondent information is protected throughout the research lifecycle.

Q: Can you combine CATI with other methods (FGDs + IDIs, CATI + CAWI, etc.)?
A: Yes, we frequently combine CATI with other research methods in Georgia to provide richer insights. For instance, a CATI survey can quantify attitudes, which can then be explored qualitatively through in-depth interviews (IDIs) or focus group discussions (FGDs). Combining CATI with CAWI (Computer-Assisted Web Interviewing) allows for broader reach and cost efficiencies, particularly for mixed-mode projects. We can also discuss your project needs for a hybrid approach.

Q: How do you manage cultural sensitivity in Georgia?
A: Managing cultural sensitivity in Georgia is integral to our research process. Our CATI interviewers are native to the region and receive specific training on local customs, communication styles, and taboos. Questionnaires are meticulously translated and back-translated, then reviewed by local experts to deliver cultural appropriateness. This careful approach helps elicit honest responses and avoids misinterpretation.

Q: Do you handle both consumer and B2B research in Georgia?
A: Yes, Global Vox Populi conducts both consumer and B2B CATI research in Georgia. For consumer studies, we target general populations or specific demographic segments. For B2B projects, we access professional databases and employ specialized screening to reach decision-makers across various industries, from small businesses to large corporations. Our methodologies adapt to the specific requirements of each audience type.

Q: What deliverables do clients receive at the end of a CATI project in Georgia?
A: At the close of a CATI project in Georgia, clients receive a comprehensive suite of deliverables. This typically includes raw data in formats like SPSS, Excel, or CSV, along with detailed data tables and cross-tabulations. We also provide interactive dashboards for data exploration, a full debrief presentation, and an executive summary report outlining key findings and actionable recommendations.

Q: How do you handle quality assurance and back-checks?
A: Quality assurance for our CATI projects in Georgia is rigorous. It involves live monitoring of interviewer calls by supervisors, silent monitoring, and recording of all interviews for later review. A significant percentage of completed interviews undergo back-checks to verify respondent participation and data accuracy. We also implement logical checks within the survey software and conduct data cleaning to identify and correct anomalies.

When your next research brief involves Georgia, let’s talk through it. Request A Quote or View Case Studies from our work.