How do you conduct reliable CATI surveys in Cuba?

Cuba, an island nation with a population exceeding 11 million, presents unique fieldwork considerations for quantitative research. Mobile phone penetration is widespread, making Computer-Assisted Telephone Interviewing (CATI) a viable method for reaching many consumer segments. However, internet access varies, and landline infrastructure is limited, influencing how we approach sampling and respondent contact. Global Vox Populi handles these operational realities, positioning us as a partner for CATI research in Cuba.

What we research in Cuba

In Cuba, CATI research helps answer critical business questions across various sectors. We field studies on brand health tracking, understanding how brands resonate with Cuban consumers. Segmentation studies reveal distinct consumer groups based on demographics, attitudes, and behaviors. Usage and Attitude (U&A) research explores product consumption patterns and perceptions. We also conduct concept testing for new products or services and customer experience mapping, particularly in the growing tourism and retail sectors. To discuss your specific project requirements, reach out to our team. Each project is scoped to the client’s specific objectives and the nuances of the Cuban market.

Why CATI Research fits (or struggles) in Cuba

CATI research often reaches urban populations in Cuba effectively, especially those with consistent mobile phone access. This method is suitable for capturing opinions from residents in Havana, Santiago de Cuba, and other provincial capitals. It allows for direct interaction, clarifies questions, and captures nuanced responses that might be missed in self-administered surveys. However, CATI struggles to reach Cuba’s more remote rural areas where mobile coverage might be inconsistent or where a phone-first culture is less ingrained. It can also face challenges with populations less accustomed to formal survey participation or those wary of unsolicited calls. Language is primarily Cuban Spanish, but regional dialects and communication styles need careful handling by interviewers. For segments where CATI reach is limited, we might recommend CAPI surveys in Cuba via in-person fieldwork partners, particularly for specific B2B or hard-to-reach consumer groups.

How we run CATI Research in Cuba

Our CATI operations in Cuba begin with sourcing compliant respondent lists. we research the categories of local partners who maintain ethical databases of mobile numbers, adhering to Cuban data protection guidelines for legitimate contact. Screening includes strict demographic quotas, a series of validation questions, and checks for recent survey participation to prevent fatigue bias. Fieldwork occurs from centralized call centers staffed by native Cuban Spanish speakers. These interviewers undergo specific training in survey protocols, probing techniques, and cultural sensitivity relevant to Cuba. We cover all dialects of Cuban Spanish, delivering clear communication across the island. During fieldwork, project managers conduct live call monitoring and review recorded interviews to maintain quality. Interviewers receive daily briefings and debriefings to address any emerging issues or clarify questionnaire points. Deliverables include cleaned raw data files, detailed data tables, cross-tabulations, and interactive dashboards. We can also provide topline summaries and comprehensive reports, tailored to your analytical needs. Project management involves regular updates, typically daily or weekly, delivering transparency throughout the data collection phase.

Where we field in Cuba

Our CATI fieldwork in Cuba primarily covers major urban centers where mobile penetration and population density are highest. This includes Havana, the capital, along with Santiago de Cuba, Camagüey, Holguín, and Santa Clara. These cities represent significant consumer markets and economic hubs. While reaching truly remote rural areas via CATI presents inherent difficulties due to infrastructure and access, our network extends to cover provincial towns and their surrounding peripheries where mobile connectivity allows. Our interviewers are skilled in engaging respondents across Cuba’s diverse geographic and socioeconomic segments. All fieldwork is conducted in Cuban Spanish, delivering cultural and linguistic accuracy in every interaction. When project needs extend beyond Cuba, we also offer CATI research in the Dominican Republic, using similar operational models. We adapt our sampling strategies to maximize coverage within these operational realities.

Methodology, standards, and ethics

Global Vox Populi conducts all CATI research in Cuba following rigorous international standards. We adhere to the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics (2016 revision) and, where applicable, ISO 20252:2019 for market, opinion, and social research. We also align with the principles of quantitative research services in Cuba, employing AAPOR response rate definitions for transparent reporting. We apply these frameworks as a baseline, especially in regions like Cuba where a specific local research body, such as [verify: local research body in Cuba], might not provide extensive codified guidelines. Our commitment is to ethical practice globally.

For CATI, applying these standards means obtaining clear verbal informed consent from every respondent before beginning the survey. Interviewers explain the purpose of the research, its voluntary nature, and how data will be used and protected. We deliver all responses are anonymized and aggregated, never linking individual data to identifiable personal information. Respondents are informed of their right to withdraw at any point without penalty. Our scripts are designed to be transparent and respectful, prioritizing respondent comfort and privacy.

Quality assurance is integral at every stage of our Cuban CATI projects. This includes thorough interviewer training and certification, continuous live monitoring of calls, and systematic back-checks on a percentage of completed interviews. We validate quotas in real time and conduct comprehensive data cleaning to identify and correct any anomalies. All processes are documented, providing full traceability and confidence in the collected data.

Drivers and barriers for CATI Research in Cuba

DRIVERS: Cuba’s increasing mobile phone penetration, particularly in urban areas, provides a growing base for CATI fieldwork. There is a general willingness among segments of the population to participate in surveys, especially when topics are relevant to their daily lives or community. The demand for structured quantitative data from international businesses operating or considering operations in Cuba also drives the need for this method. Post-pandemic shifts have also normalized remote interactions, making telephone surveys more readily accepted by respondents.

BARRIERS: Significant barriers for CATI in Cuba include the limited availability of landline numbers, making mobile-only sampling essential. Connectivity gaps in some rural or remote areas can hinder reach. Cultural sensitivities around discussing certain economic or political topics require highly trained interviewers and carefully phrased questions. Low incidence B2B audiences can be particularly challenging to recruit via telephone. Additionally, respondent fatigue can become an issue if not managed through careful sampling and incentive strategies.

Compliance and data handling under Cuba’s framework

In Cuba, personal data protection is addressed by Decree-Law 370 of 2019, "On the Computerization of Society." While not as extensive as GDPR, this framework provides a basis for protecting data processed through information systems. Global Vox Populi applies the higher standard of the ICC/ESOMAR Code as our minimum floor for all research in Cuba, delivering ethical and responsible data handling. For CATI projects, this means obtaining explicit verbal consent for recording calls and data processing. Data collected is anonymized as soon as possible and stored on secure servers, with strict access controls. We prioritize data minimization, collecting only information necessary for the research objectives. Respondents also retain rights to information about their data and, where applicable, withdrawal of consent, aligning with global best practices.

Top 20 industries we serve in Cuba

Our work in Cuba spans a range of sectors reflecting the island’s economy and evolving market dynamics. We conduct CATI studies for:

• Tourism & Hospitality: Visitor satisfaction, destination perception, booking journey research.
• Agriculture: Farmer needs assessments, crop yield perceptions, market access studies for produce.
• Healthcare & Biotech: Patient journey mapping, medical device usage, public health awareness.
• Energy & Utilities: Consumer attitudes towards energy consumption, service satisfaction.
• Telecommunications: Mobile service satisfaction, feature usage, network perception.
• Retail & Consumer Goods: Brand awareness, product concept testing, shopper behavior.
• Food & Beverage: Menu testing, consumption habits, brand loyalty.
• Tobacco & Cigars: Brand perception, market trends, consumer preferences.
• Mining (Nickel): B2B stakeholder perceptions, market dynamics, supplier satisfaction.
• Construction: Material supplier evaluations, project satisfaction, labor market insights.
• Education: Student satisfaction, course demand, career path research.
• Financial Services: Access to services, payment method preferences, financial literacy.
• Transportation & Logistics: Passenger experience, freight carrier satisfaction.
• Government & Public Sector: Citizen satisfaction with services, policy perception.
• Cultural & Arts: Audience engagement, event attendance drivers, content preferences.
• Media & Publishing: News consumption habits, platform preferences, content relevance.
• Fishing & Aquaculture: Industry perceptions, market opportunities, sustainability views.
• Craft & Artisan Markets: Consumer interest, purchasing drivers, channel preferences.
• Pharmaceuticals: HCP awareness of treatments, patient attitudes towards medication.
• Automotive (limited): Vehicle ownership attitudes, mobility needs, brand perception.

Companies and brands in our research universe in Cuba

The brands and organizations whose categories shape our research scope in Cuba include a mix of state-owned enterprises, joint ventures, and international brands with local presence. These include:

• ETECSA (telecommunications)
• Gaviota Tours (tourism)
• Habanos S.A. (tobacco)
• Cubacel (mobile services)
• CIMEX (retail)
• TRD Caribe (retail)
• Hotel Nacional de Cuba (hospitality)
• Meliá Hotels International (hospitality, joint venture)
• BioCubaFarma (biotechnology)
• Ciego Montero (bottled water, soft drinks)
• CUBAEXPORT (various exports)
• CUPET (oil and gas)
• Suchel Camacho (personal care)
• Cervecería Bucanero S.A. (beer)
• Cubana de Aviación (airline)
• Cubanacán (tourism group)
• Artex (cultural goods)
• Tecnotex (textiles)
• ENEE (electricity)
• Labiofam (biopharmaceuticals)

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 Research in Cuba

Teams choose Global Vox Populi for CATI research in Cuba due to our deep operational understanding of the local market. Our Cuba desk operates with senior researchers, averaging over 10 years in fieldwork management within Latin America. Translation and back-translation for all survey materials are handled in-house by native speakers of Cuban Spanish, delivering accuracy and cultural nuance. Clients benefit from a single project lead from kickoff through debrief, preventing communication handoffs. We also provide real-time quota monitoring and interviewer performance tracking during fieldwork, allowing for agile adjustments and consistent data quality.

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 Cuba?
A: Clients commissioning CATI research in Cuba typically include international companies exploring market entry or expansion, development agencies evaluating social programs, and local enterprises seeking consumer insights. This method suits organizations needing structured quantitative data from a representative cross-section of the Cuban population, particularly in urban areas.

Q: How do you deliver sample quality for Cuba’s diverse population?
A: Delivering sample quality in Cuba involves careful list sourcing from compliant local partners and reliable screening protocols. We implement demographic quotas based on census data for age, gender, and region. Interviewers are trained to follow strict screening questions, validating respondent eligibility before starting the main survey to reflect the population accurately.

Q: Which languages do you cover in Cuba?
A: In Cuba, all our CATI research is conducted in Cuban Spanish. Our interviewers are native speakers, familiar with local idioms and conversational styles. This delivers that questions are understood as intended and responses are captured accurately, avoiding misinterpretation due to linguistic nuances.

Q: How do you reach hard-to-find audiences (senior B2B, low-incidence consumer segments) in Cuba?
A: Reaching hard-to-find audiences in Cuba for CATI often requires a multi-pronged approach. For senior B2B, we might use professional networks or referral sampling with strict validation. For low-incidence consumer segments, we employ targeted list acquisition and over-sampling strategies, using specific screening questions to identify eligible respondents efficiently.

Q: What is your approach to data privacy compliance under Cuba’s framework?
A: We adhere to Cuba’s Decree-Law 370 of 2019 and, more broadly, the ICC/ESOMAR Code for data privacy. This means obtaining explicit verbal consent, anonymizing data, and storing it securely. Respondents are informed of their rights, including the right to withdraw from the survey, delivering ethical data handling.

Q: Can you combine CATI with other methods?
A: Yes, we frequently combine CATI with other research methods in Cuba. For instance, CATI can identify respondents for follow-up in-depth interviews (IDIs) or focus group discussions (FGDs) to explore quantitative findings qualitatively. It can also complement online surveys (CAWI) by reaching segments with less internet access.

Q: How do you manage cultural sensitivity in Cuba?
A: Managing cultural sensitivity in Cuba is essential. Our interviewers are native Cubans, trained to understand local customs and communication styles. Survey questions are carefully translated and back-translated to avoid unintended meanings. We also provide interviewers with guidance on handling sensitive topics respectfully, delivering comfortable respondent engagement.

Q: Do you handle both consumer and B2B research in Cuba?
A: Yes, Global Vox Populi conducts both consumer and B2B CATI research in Cuba. For B2B, we target professionals in various industries, from tourism to healthcare. Consumer research spans general population studies to specific demographic segments, adapting our recruitment and questionnaire design for each audience.

Q: What deliverables do clients receive at the end of a CATI project in Cuba?
A: Clients receive comprehensive deliverables, including cleaned raw data files in formats like SPSS or Excel, detailed data tables, and cross-tabulations. We also provide interactive dashboards for data visualization. Depending on the project scope, a topline summary, a full report, or a debrief presentation is also supplied.

Q: How do you handle quality assurance and back-checks?
A: Quality assurance for CATI in Cuba includes continuous live monitoring of interviewer calls by project managers. A percentage of completed interviews undergo back-checks to verify data accuracy and respondent participation. Interviewers receive regular feedback and retraining based on these quality checks, maintaining high standards throughout fieldwork.

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