Jordan CATI Research: Connecting You to Key Insights?

Jordan’s population, estimated at around 11 million people, is significantly concentrated in urban centers like Amman, Zarqa, and Irbid. This demographic distribution shapes fieldwork logistics for telephonic research. Mobile phone penetration is exceptionally high, making Computer-Assisted Telephone Interviewing (CATI) a viable method for reaching a broad cross-section of the population. However, reaching specific low-incidence segments or rural populations requires careful sampling design. Global Vox Populi operates CATI research in Jordan, handling these fieldwork realities with precision.

What we research in Jordan

Our CATI capabilities in Jordan address a range of critical business questions. We conduct brand health tracking studies to monitor perception and awareness among Jordanian consumers. Customer experience research helps companies understand satisfaction levels and identify pain points across various touchpoints. We also execute product concept testing, gathering feedback on new offerings before market launch. Public opinion polling, segmentation studies, and usage and attitude (U&A) research are also common applications. Each project scope is customized based on the specific brief and research objectives.

Why CATI fits (or struggles) in Jordan

CATI research generally fits well in Jordan, especially for urban and peri-urban populations with high mobile phone usage. It effectively reaches consumers and B2B professionals who are accustomed to phone communication. For studies requiring quick turnaround on straightforward questions, CATI offers efficiency. The primary language for interviews is Modern Standard Arabic, with English often used for B2B respondents, particularly in multinational firms or specific industries. However, CATI can struggle with reaching very remote rural populations where mobile network coverage might be inconsistent or landlines are rare. It is also less suitable for projects requiring visual stimuli or complex, open-ended discussions that benefit from face-to-face interaction or online platforms. For such cases, we might recommend online surveys in Jordan (CAWI) or in-depth interviews as complementary methods.

How we run CATI in Jordan

Our CATI operations in Jordan rely on a blend of recruitment sources. We use established in-country panels for consumer research, complemented by random digit dialing (RDD) for mobile numbers to deliver broader reach. For B2B studies, we access proprietary business databases and professional directories. Screening protocols are rigorous, incorporating validators, attention checks, and recent-participation flags to maintain data integrity. All fieldwork is conducted from centralized call centers by trained interviewers. Interviews are primarily in Modern Standard Arabic, with some capacity for English where appropriate, especially for business audiences. Our interviewers are native Arabic speakers with neutral accents, receiving specific training in survey administration, probing techniques, and cultural sensitivities relevant to Jordan. Quality assurance includes live call monitoring, recorded interviews, back-checks on a percentage of completed surveys, and real-time quota management. Deliverables include cleaned, coded datasets (SPSS, Excel), detailed codeframes, topline reports, and comprehensive debrief decks. Project management involves a single point of contact providing regular updates. To share your brief with us, you can tell us about your project here.

Where we field in Jordan

Our CATI fieldwork in Jordan covers the major urban centers comprehensively. This includes Amman, the capital and largest city, along with Zarqa and Irbid, which are significant population hubs. Beyond these dominant areas, we extend our reach to other key cities such as Aqaba, a Red Sea port city; Salt, known for its historical significance; and Karak and Ma’an in the southern governorates. For more geographically dispersed or rural populations, we adapt our sampling strategy, prioritizing mobile RDD where landline infrastructure is less prevalent. Our interviewers are capable of conducting interviews across various governorates, understanding regional nuances. All interviewers are proficient in Modern Standard Arabic, delivering effective communication with respondents across the country.

Methodology, standards, and ethics

Global Vox Populi conducts all research in Jordan under strict ethical and methodological guidelines. We adhere to the principles outlined by ESOMAR and the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics (2016 revision). Where applicable, we follow ISO 20252:2019 standards for market, opinion, and social research. For CATI studies, our approach to response rates and data weighting aligns with AAPOR (American Association for Public Opinion Research) guidelines. While a specific national research association for Jordan does not have a widely recognized counterpart, we apply the highest international benchmarks.

Applying these standards to CATI means delivering transparent communication with respondents. We obtain clear verbal consent at the start of each interview, informing participants about the survey’s purpose, expected duration, and their right to withdraw at any time. All responses are treated confidentially and reported anonymously. We do not collect personally identifiable information unless explicitly consented to for specific research purposes, and then it is managed under strict data protection protocols.

Quality assurance is integral to our CATI process. This includes ongoing interviewer training and calibration, real-time monitoring of calls by supervisors, and a systematic back-checking process to verify completed interviews and deliver data accuracy. We implement rigorous quota validation throughout fieldwork and conduct statistical validation on quantitative data to detect and correct any anomalies before delivery.

Drivers and barriers for CATI in Jordan

DRIVERS: Several factors drive the effectiveness of CATI in Jordan. The country boasts high mobile phone penetration, estimated at over 100% due to multiple subscriptions, which provides a wide reach for telephonic surveys. Urbanization rates are high, concentrating a significant portion of the population in areas easily reachable by phone. Also, there is a general willingness among Jordanians to participate in phone surveys on topics like consumer goods, services, and public opinion, particularly if the purpose is clear and the interview is concise. Sector demand from industries like telecom, banking, and FMCG also supports CATI fieldwork.

BARRIERS: Despite its strengths, CATI in Jordan faces certain barriers. Lower response rates can occur from unsolicited calls, requiring effective call scheduling and introductory scripts. Cultural sensitivities around directly questioning individuals on certain personal or political topics necessitate careful questionnaire design and interviewer training. Reaching specific low-incidence B2B audiences can be challenging due to gatekeepers and privacy concerns, potentially requiring more intensive lead generation. Connectivity gaps in very remote regions might limit reach, though this is less common for mobile.

Compliance and data handling under Jordan’s framework

Data handling in Jordan is governed by the Personal Data Protection Law (Law No. 9 of 2023), which became effective in mid-2024. This law establishes clear principles for processing personal data, including consent, purpose limitation, data minimization, and data security. For CATI research, our compliance framework delivers that we obtain explicit verbal consent from respondents before collecting any personal data. We clearly explain the purpose of the data collection and how the information will be used, always emphasizing anonymity in reporting. Data residency is managed in accordance with client requirements and Jordanian law, with anonymized research data typically stored on secure, encrypted servers. Respondents retain rights to access, rectify, or withdraw their consent, which we support through established procedures. Our protocols deliver that all collected data is anonymized at the earliest possible stage to protect individual privacy.

Top 20 industries we serve in Jordan

  • Banking & Financial Services: Customer satisfaction tracking, digital banking adoption, product concept testing for new financial offerings.
  • Telecom: Subscriber churn analysis, service quality perception, 5G adoption intent, new plan feature testing.
  • FMCG & CPG: Brand awareness and usage studies, product concept testing, shopper behavior insights in traditional and modern retail.
  • Retail & E-commerce: Store experience research, online purchasing journey analysis, loyalty program effectiveness.
  • Automotive & Mobility: Brand health tracking, purchase intent for new models, after-sales service satisfaction.
  • Healthcare & Pharma: Patient journey mapping, physician attitudes towards new treatments, health insurance perception.
  • Tourism & Hospitality: Visitor experience research, destination image studies, hotel service quality assessments.
  • Energy & Utilities: Customer satisfaction with electricity/water services, perception of renewable energy initiatives.
  • Construction & Real Estate: Buyer preferences for residential/commercial properties, market demand for new developments.
  • Education: Student satisfaction surveys, parent decision-making for schooling, vocational training needs.
  • Technology & IT Services: B2B software adoption, IT decision-maker insights, cloud service preference.
  • Food & Beverage: Menu testing for QSRs, new product flavor preferences, dietary trend analysis.
  • Government & Public Sector: Citizen satisfaction with public services, policy perception, public opinion polling.
  • Logistics & Supply Chain: B2B client satisfaction with freight services, last-mile delivery experience.
  • Insurance: Policyholder satisfaction, claims process experience, product bundling appeal.
  • Media & Entertainment: Content consumption habits, platform preference, advertising effectiveness.
  • Agriculture: Farmer needs assessments, adoption of new agricultural technologies, market access challenges.
  • Mining & Minerals: B2B stakeholder perceptions, market dynamics for key mineral exports.
  • Water Management: Public perception of water conservation efforts, utility service satisfaction.
  • Manufacturing: B2B client satisfaction, supply chain efficiency perceptions, export market assessments.

Companies and brands in our research universe in Jordan

Research projects we field in Jordan regularly cover the competitive sets of category leaders such as:

  • Arab Bank
  • Zain Jordan
  • Orange Jordan
  • Umniah
  • Fine Hygienic Holding
  • Hikma Pharmaceuticals
  • Royal Jordanian
  • Jordan Petroleum Refinery Company
  • Housing Bank for Trade and Finance
  • Jordan Ahli Bank
  • Carrefour Jordan
  • McDonald’s Jordan
  • Samsung
  • LG
  • Toyota
  • Hyundai
  • Aramex
  • Bank al Etihad
  • Jordan Commercial Bank

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 Jordan

Our Jordan desk operates with senior researchers who average over eight years of tenure in market research. This experience translates into nuanced project design and execution. We manage all translation and back-translation in-house, using native Arabic speakers to deliver questionnaire fidelity and cultural appropriateness. Each project benefits from a single dedicated project lead, delivering consistent communication and no handoffs from kickoff through debrief. Our real-time quota management and daily fieldwork reports allow for agile adjustments, delivering target audiences are reached efficiently.

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: Which languages do you cover in Jordan?
A: Our CATI fieldwork in Jordan is primarily conducted in Modern Standard Arabic, which is the official language and widely understood across the country. For specific B2B projects or studies targeting expatriate communities, we also have the capability to conduct interviews in English. All interviewers are native speakers of the language they field in, delivering accurate communication.

Q: How do you deliver sample quality for Jordan’s diverse population?
A: We employ a combination of sampling methods to deliver representative coverage. This includes stratified random digit dialing (RDD) for mobile numbers and using established in-country panels. We implement rigorous screening questionnaires to qualify respondents and apply demographic quotas based on census data for age, gender, and geographic distribution. Regular quality checks during fieldwork verify respondent eligibility.

Q: What is your approach to data privacy compliance under Jordan’s framework?
A: We strictly adhere to Jordan’s Personal Data Protection Law (Law No. 9 of 2023). This means obtaining explicit verbal consent from respondents for data collection, clearly stating the survey’s purpose, and delivering all data is anonymized for reporting. We implement reliable data security measures, including encryption and access controls, to protect any personal information collected throughout the research process.

Q: How do you reach hard-to-find audiences (senior B2B, low-incidence consumer segments) in Jordan?
A: Reaching these segments requires a multi-pronged approach. For senior B2B audiences, we use specialized professional databases and direct outreach methods, often involving gatekeeper navigation. For low-incidence consumer segments, we apply a combination of targeted screening questions within broader surveys and, if necessary, work with specialized panels or referral methods, always delivering ethical compliance.

Q: Do you handle both consumer and B2B research in Jordan?
A: Yes, Global Vox Populi has extensive experience conducting both consumer and B2B CATI research in Jordan. Our interviewer teams are trained to handle the specific nuances of each audience type, from conversational consumer surveys to more technical or industry-specific B2B discussions. We adapt our sampling, questionnaire design, and interviewer profiles accordingly.

Q: How do you manage cultural sensitivity in Jordan?
A: Cultural sensitivity is essential. Our interviewers are native Jordanians, trained in local customs and communication styles to build rapport and ask questions respectfully. Questionnaires undergo thorough review by local experts to deliver appropriate phrasing and avoid sensitive topics unless specifically required by the research and handled with extreme care. We emphasize neutrality and non-leading questions.

Q: What deliverables do clients receive at the end of a CATI project in Jordan?
A: Clients receive a comprehensive set of deliverables. This typically includes a cleaned, fully coded dataset in formats like SPSS or Excel, a detailed codeframe, and a topline report summarizing key findings. We also provide full analytical reports with actionable insights, supported by visual presentations or debrief decks. Raw recordings are available upon request and with respondent consent.

Q: How do you handle quality assurance and back-checks?
A: Our quality assurance process for CATI in Jordan is multi-layered. It includes live monitoring of interviews by supervisors, reviewing recorded calls for adherence to scripts and quality, and conducting back-checks on a percentage of completed surveys to verify respondent participation and key data points. Interviewers receive continuous feedback and training to maintain high standards.

Q: Can you combine CATI with other methods (CATI + CAWI, etc.)?
A: Absolutely. We frequently design mixed-mode research projects in Jordan. For instance, CATI can be combined with CAWI (Computer-Assisted Web Interviewing) for a broader reach, allowing for visual stimuli in the online component. We also integrate quantitative CATI findings with qualitative methods like in-depth interviews in Jordan to provide richer, more nuanced insights.

Q: What kinds of clients commission CATI research in Jordan?
A: A diverse range of clients commission CATI research in Jordan. This includes multinational corporations operating in the country, local businesses, government ministries, and non-governmental organizations. Sectors like telecommunications, banking, FMCG, automotive, and public services frequently use CATI for their market understanding and strategic planning needs.

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