Consumer Intercept Studies

Intercept surveys are typically conducted on the street, in shopping malls, in retail outlets, or in any space where there is a sufficiently large population of target consumers. Typically, these are carried out by trained interviewers using a short questionnaire that concerns behaviors, habits, preferences, or perceptions. A screener ensures that respondents are members of the target population.

Intercepts can incorporate on-site demonstrations, such as taste tests or product comparisons. They also can provide a venue for evaluating brand recognition and recall. Associated surveys, which usually take the form of one-on-one interviews, can be used to obtain opinions immediately after such demonstrations.

Intercepts usually are intended to obtain a quick overview, as opposed to more in-depth and projectable methods that employ larger, random samples. Their major disadvantage is that they employ "convenience sampling," meaning that their results may not be truly representative.

Call today to find out how iResearch can help you to obtain detailed exploratory findings from consumers on the street.

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