WHY USE INTERCEPTS?
Intercept surveys are often used at events, restaurants, conferences, and in shopping malls to collect patron perception information. During an intercept survey, the interviewer may approach a patron to ask about their experience at the event, facility or restaurant.
Intercepts are a way to conduct surveys with consumers on site, while they are interacting with your client’s business or product. Intercepts offer the ability of asking an open-ended question, giving the consumer the advantage of giving their opinion.
MMI-2 has migrated from traditional pencil and paper intercepts to conducting them on tablets. Electronic intercepts result in significant time savings, provide more accurate and reliable data, are eco-friendly, and make it possible for the client to view the data in real-time.
With electronic intercepts you can use skip patterns which allow you to send respondents down different paths of your survey, depending on how they respond to a question. An example would be asking for company feedback. If someone really likes your company, they would be asked what they liked; whereas if someone didn’t like something, they would be asked for feedback about what they didn’t like.
The Advantages of In-Person Surveys
- Can be conducted anywhere qualified respondents may be found; such as shopping malls, concerts, movie theaters, restaurants, and sporting events.
- Can include hard to reach respondents; such as senior citizens, non-English speakers, or low-income residents who may not have internet access, but would be present at malls, restaurants, and other public places.
- Are conducted by trained interviewers who can provide assistance, answer questions, and ensure respondents remain engaged while completing the survey.
- Allow respondents to touch, taste, and smell products, in cases where the survey may be about a new food, a new type of fabric, or a new perfume.
Examples of places where intercepts can be an effective marketing tool:
- Shopping Malls
- Sporting Events
- Movie Theaters
- Tourist Attractions
- National Parks and Forests
- Political Events
- Trade Shows
- Home Improvement and Remodeling Shows
- Seminars and Conferences
- New Product Launches
- Charity Events
- Street Fairs
- Youth Events – Kids Surveying Kids