What Is a Computer Aided Personal Interview (CAPI)?

Technology has transformed how researchers collect data across the UK. From government surveys to commercial market research, traditional paper questionnaires are rapidly being replaced by digital methods.

A Computer Aided Personal Interview (CAPI) is a face-to-face data collection method where an interviewer uses a laptop, tablet, or handheld device to record responses directly into specialised software during an interview.

If you’re considering a career in market research, thinking about CAPI interviewing jobs, or simply curious about this methodology, this comprehensive UK guide explains everything you need to know.

What Does CAPI Stand For?

CAPI stands for Computer Aided Personal Interview (sometimes called Computer Assisted Personal Interviewing).

It’s a research technique where trained interviewers conduct face-to-face surveys using electronic devices rather than paper questionnaires. The software guides the interviewer through questions, records answers in real-time, and automatically manages complex survey logic.

How Does a Computer Aided Personal Interview Work?

CAPI combines the personal touch of face-to-face interviewing with the efficiency and accuracy of digital data collection.

The CAPI Process Step-by-Step

Here’s how a typical CAPI interview works in the UK:

Pre-interview setup – The interviewer loads survey questionnaires onto their device before heading out into the field
Contact and introduction – The interviewer approaches respondents (often at their homes, in shopping centres, or at events) and explains the research
Consent and screening – The interviewer confirms eligibility and obtains consent to participate
Guided questioning – The CAPI software displays questions one at a time, with the interviewer reading them aloud and recording responses
Automatic validation – The software checks for errors, skips irrelevant questions based on previous answers, and ensures data quality
Interview completion – Once finished, data is saved securely on the device
Data transmission – Interviewers upload completed surveys to central servers, usually the same day

The entire process typically takes between 15 and 45 minutes, depending on the survey’s complexity.

Technology Used in CAPI Interviews

Modern CAPI interviewers in the UK commonly use:

Laptops for in-home interviews where space allows
Tablets (iPads, Android devices) for mobility and ease of use
Smartphones for shorter street interviews or intercepts
Specialised CAPI software such as Confirmit, Voxco, Qualtrics, or SurveyToGo
Offline capability to work without internet connection, syncing later
GPS tracking to verify interviewer locations and maintain quality control

Where Are CAPI Interviews Used in the UK?

CAPI is widely used across multiple sectors in the UK for high-quality data collection.

Market Research and Surveys

Commercial market research agencies use CAPI extensively for:

Consumer opinion studies
Product testing and feedback
Brand awareness research
Customer satisfaction surveys
Retail and shopping behaviour studies

Companies rely on CAPI when they need detailed, nuanced responses that online surveys can’t capture.

Social Research and Government Studies

UK government departments and public bodies frequently commission CAPI research:

Office for National Statistics (ONS) – Census and household surveys
Department for Work and Pensions (DWP) – Benefits and employment studies
NHS and health bodies – Patient experience and public health research
Local councils – Community needs assessments

CAPI is particularly valuable for reaching populations with lower digital literacy or limited internet access.

Academic and Health Research

Universities and research institutions use CAPI for:

Longitudinal studies tracking individuals over time
Health and wellbeing research
Social science investigations
Educational research projects

CAPI vs Other Interview Methods

Understanding how CAPI compares to alternative data collection methods helps clarify its unique advantages.

CAPI vs CATI (Computer Assisted Telephone Interviewing)

CATI involves interviewers conducting surveys over the phone using similar software.

Key differences:

CAPI is face-to-face; CATI is telephone-based
CAPI allows visual aids (show cards, images); CATI is audio only
CAPI typically achieves higher response rates
CAPI is more expensive due to travel costs
CAPI can reach people without landlines or who screen calls

CAPI vs PAPI (Paper and Pencil Interviewing)

PAPI is the traditional method using printed questionnaires.

Why CAPI is preferred:

Eliminates data entry errors and delays
Automatic skip logic prevents interviewer mistakes
Real-time data validation ensures quality
No lost or damaged paper forms
Faster turnaround from fieldwork to results
Environmentally friendlier with no paper waste

CAPI vs Online Surveys

Online surveys are self-completed by respondents via email or web links.

When CAPI is better:

Complex or lengthy surveys that need guidance
Populations with limited internet access
When you need to verify respondent identity
For sensitive topics where personal rapport helps
When you need to observe behaviour or reactions
To reach specific demographic groups more reliably

What Skills Do You Need to Be a CAPI Interviewer in the UK?

CAPI interviewing is accessible to people from diverse backgrounds, but certain skills improve your chances of success.

Essential skills:

Communication skills – Clear speaking, active listening, and building rapport quickly
IT confidence – Comfortable using tablets, laptops, and learning new software
Attention to detail – Following scripts accurately and recording responses precisely
Reliability – Meeting deadlines and maintaining professional standards
Interpersonal skills – Approaching strangers politely and handling rejections gracefully
Neutrality – Asking questions without bias or influencing responses

Helpful attributes:

Patience and persistence
Good organisational skills
Ability to work independently
Professional appearance and manner
Flexibility with working hours
Driving licence (for some roles, though not always essential)

No specific qualifications are usually required, though GCSEs in English and Maths are often preferred.

How to Become a CAPI Interviewer in the UK

Entering the CAPI interviewing field is relatively straightforward for motivated individuals.

Qualifications and Training

Formal qualifications aren’t typically mandatory, but you’ll need:

Good written and spoken English
Basic numeracy skills
Right to work in the UK

Training is provided by employers and usually includes:

Introduction to market research principles and ethics
CAPI software training (specific to the platform they use)
Interviewing techniques and best practices
Data protection and GDPR compliance
Health and safety for fieldwork
Practice interviews with feedback

Most training takes 1-3 days, followed by shadowing experienced interviewers before working independently.

Finding CAPI Jobs in the UK

CAPI interviewer positions are widely available across the UK, often on a freelance or flexible basis.

Where to look:

Market research agencies – Kantar, Ipsos MORI, Savanta, NatCen Social Research
Fieldwork specialists – TNS BMRB, IFF Research, BMG Research
Job boards – Indeed, Reed, Totaljobs (search “CAPI interviewer” or “field interviewer”)
Agency websites – Many research companies have dedicated recruitment pages
Gumtree and local listings – For regional opportunities

Job titles to search:

CAPI Interviewer
Field Interviewer
Face-to-Face Interviewer
Market Research Interviewer
Survey Interviewer

Most roles are freelance or zero-hours contracts, offering flexibility but variable income. Some positions are part-time permanent.

Peak hiring times often coincide with large government contracts (e.g., before Census periods) or busy research seasons.

How Much Do CAPI Interviewers Earn in the UK?

CAPI interviewer earnings in the UK vary based on experience, location, and employer.

Typical pay rates:

Per interview: £8-£15 per completed survey (depending on length and complexity)
Hourly rate: £10-£14 per hour (when paid hourly rather than per interview)
Daily rate: £80-£120 for full-day assignments

Additional payments often include:

Travel expenses or mileage allowances (typically 25-45p per mile)
Equipment rental (if using your own device)
Training day payments
Bonuses for high response rates or quality work

Realistic earnings:

Part-time: £200-£500 per month (working evenings/weekends)
Full-time equivalent: £1,200-£1,800 per month (though consistent full-time work is less common)

Experienced interviewers with strong track records may progress to supervisory roles or become field managers, earning £25,000-£35,000 annually.

Factors affecting earnings:

Project availability in your area
Your availability to work (evenings and weekends often have more opportunities)
Interview completion rates and quality scores
Willingness to travel to different locations

Advantages of CAPI for Researchers and Respondents

CAPI offers significant benefits compared to traditional and other digital methods.

For researchers:

Higher data quality with built-in validation
Faster data collection and turnaround times
Reduced costs compared to paper processing
Better survey flow with automatic routing
Real-time monitoring of fieldwork progress
Geographic tracking ensures interviewer compliance
Easier to incorporate multimedia (images, videos)
Secure data storage and transmission

For respondents:

More engaging than paper questionnaires
Clearer questions with visual aids when needed
Shorter interviews due to efficient routing
Privacy for sensitive questions (can self-complete sections)
Personal interaction makes the experience more pleasant
Opportunity to ask clarifying questions

For the environment:

Eliminates thousands of paper questionnaires
Reduces printing and transportation emissions
Minimises physical waste

Frequently Asked Questions About CAPI

What is a computer aided personal interview used for in the UK?

CAPI is used for collecting high-quality survey data in market research, government studies, academic research, and public health investigations across the UK. It’s particularly valuable when face-to-face interaction improves response quality.

Is CAPI interviewing a good job in the UK?

CAPI interviewing suits people seeking flexible, part-time work. It offers decent pay, requires no specific qualifications, and provides useful transferable skills. However, income can be inconsistent, and freelance positions lack employment benefits.

Do I need a car to be a CAPI interviewer?

Not always. While many assignments involve travel (making a car advantageous), some projects focus on specific locations accessible by public transport. Urban interviewers often work in city centres or local neighbourhoods.

How do CAPI interviews protect respondent privacy?

CAPI software includes security features such as password protection, encrypted data storage, and automatic anonymisation. Interviewers follow strict GDPR guidelines and data protection protocols mandated by the Market Research Society (MRS).

Can CAPI interviews be conducted remotely?

Traditional CAPI is face-to-face, but the COVID-19 pandemic accelerated hybrid approaches. Some organisations now use video-based CAPI where interviewers guide respondents through surveys via video calls, combining personal interaction with digital convenience.

What happens if the device stops working during a CAPI interview?

Modern CAPI software auto-saves progress regularly. If a device fails, interviewers can usually resume from where they left off once the issue is resolved. Most interviewers carry backup devices or can reschedule.

Are CAPI jobs available throughout the year?

Project availability fluctuates. Large government contracts create peaks (e.g., census years, annual household surveys), while quieter periods may offer fewer opportunities. Registering with multiple agencies increases consistent work availability.

What is the difference between CAPI and CAWI?

CAWI (Computer Assisted Web Interviewing) is self-completed online surveys, whereas CAPI involves face-to-face interaction with an interviewer using a device. CAPI provides personal guidance; CAWI is fully automated.

Final Thoughts: Is a CAPI Career Right for You?

Computer Aided Personal Interviews represent the modern standard for face-to-face data collection in the UK. Whether you’re exploring CAPI as a flexible income source or curious about how this research method works, understanding its applications and requirements helps you make informed decisions.

CAPI interviewing suits you if you:

Enjoy meeting new people and engaging in conversations
Want flexible, part-time work that fits around other commitments
Feel comfortable using technology and learning new software
Can work independently with minimal supervision
Have resilience to handle occasional rejection
Value contributing to important research that shapes policies and products

Consider other options if you:

Need guaranteed full-time income with benefits
Prefer office-based work without travel
Struggle with approaching strangers
Require highly structured working patterns

For researchers, CAPI remains an invaluable tool when accurate, detailed, and representative data is essential. Its combination of personal interaction and technological efficiency makes it ideal for complex surveys requiring nuanced understanding.

If you’re interested in CAPI interviewing, start by registering with reputable UK market research agencies, completing their training programmes, and building experience on varied projects. Many interviewers find the work rewarding, flexible, and an excellent way to earn while developing transferable communication and research skills.

Ready to explore CAPI opportunities? Search for “CAPI interviewer jobs UK” on major job boards, visit market research agency websites, and register your interest today.