Intercept Interview Research

Intercept research is a commonly used mode of marketing data collection. Intercept research, also known as Store Intercepts or Street Intercepts, is designed to conduct surveys with consumers on site, while they are interacting with the client’s business. Trained interviewers are positioned in or near to the business that is sponsoring the research. Then, the interviewers select patrons entering or exiting the business to administer a short screener to see if the participant qualifies for the survey. If they qualify, the survey is conducted.

What can an intercept encompass?

Intercept research can encompass taste tests, merchandise testing, experience and satisfaction surveys. The respondents are able to experience various types of stimuli like new packaging, advertising story boards, or food or fragrance samples that would be impossible to test in other types of large-scale surveys.

Intercept pros and cons

In this type of study, the quotas are met quickly because many people approached by the interviewer will qualify for the survey, and unlike a phone survey or mail survey there is no delay in reaching respondents. A monetary incentive to increase the completion rate is typically provided.

A drawback to Intercepts is that property owners and management companies often must approve having a study conducted on site. This approval process can add to the completion timeline for a study, and the request may ultimately be denied.