Article by Melissa Lewis, RMS Intercept Projects Supervisor –

In the fast-paced world of market research, understanding consumer behavior is crucial. One of the most effective methods for gathering real-time data is intercept surveying. This approach allows researchers to capture insights directly from consumers in the moment, offering a snapshot of their thoughts, preferences, and behaviors. But what exactly is intercept surveying, and how can it benefit your market research efforts? Let’s dive in.

What is Intercept Surveying?

Intercept surveying, also known as “intercept interviews” or “stop and talk” surveys, is a method where interviewers approach individuals in public places to ask them questions in real time. These locations can range from shopping malls and restaurants to airports and other transportation services. The key characteristic of intercept surveys is their immediacy—they capture data from respondents in the context of their current environment and activities, generally right after they experience the service or product.

How Does Intercept Surveying Work?

The process of intercept surveying involves several steps:
  1. Location Selection: Choosing the right location is crucial. It should be a place where your target audience is likely to be found, which, in many cases, is at the location of the market you are looking to receive information about.
  2. Sampling Plan: Decide on the sampling method. Will you approach every nth person, or will you use a more selective approach, such as those who are customers or noncustomers?
  3. Survey Design: Crafting questions that are concise, clear, and relevant to the respondents’ current context is essential. The survey should be short enough to complete quickly but thorough enough to gather meaningful data.
  4. Data Collection: Trained interviewers approach potential respondents, introduce themselves, explain the purpose of the survey, and request participation. Responses are typically recorded on tablets, smartphones, or paper forms.
  5. Data Analysis: Once collected, the data is analyzed to draw insights and inform decision-making.

Benefits of Intercept Surveying

Intercept surveys offer several unique advantages:
  • Real-Time Data: Since respondents are surveyed on the spot, the data reflects their immediate thoughts and feelings, which is particularly valuable for capturing spontaneous reactions.
  • High Response Rates: Approaching people face-to-face often results in higher participation rates compared to online surveys, as it’s harder for individuals to decline an in-person request.
  • Contextual Insights: Intercept surveying provides context-specific data. For instance, a survey conducted in a grocery store can offer insights into shopping behaviors and preferences that might be missed in a different setting.
  • Immediate Feedback: This method allows businesses to quickly gauge the effectiveness of promotions, displays, or events, enabling swift adjustments if needed.

Challenges and Considerations During Intercept Surveying

While intercept surveying is powerful, it does come with challenges:
  • Logistical Complexity: Coordinating interviewers, securing permissions for certain locations, and managing data collection can be logistically challenging. However, an experienced market research firm can help you navigate and overcome these logistical challenges.
  • Respondent Bias: Being approached in public can sometimes lead to respondents giving socially desirable answers or rushing through their responses. This is why employing experienced interviewers is crucial for successful and accurate data collection.
  • Limited Scope: Due to the brief nature of intercept surveys, there’s a limit to how much in-depth information can be gathered in one interaction. This is why, during intercept surveying, it is important to choose times and locations that create the best environment for gathering the most information in the shortest amount of time.

Best Practices for Successful Intercept Surveying

To maximize the effectiveness of your intercept surveying, consider these best practices:
  • Train Your Interviewers: Ensure that interviewers are well-trained in approaching people, asking questions, and recording responses accurately.
  • Respect Privacy: Always explain the purpose of the survey and how the data will be used. Respect respondents’ privacy and consent.
  • Keep It Short: Aim for a survey length of 5-10 minutes to maintain engagement and minimize respondent fatigue.
  • Pilot Testing: Conduct a pilot test to identify any potential issues with the survey design or execution and make necessary adjustments.

Intercept surveying is a valuable tool in the market research arsenal. By capturing real-time, context-specific data, businesses can gain a deeper understanding of consumer behavior and make informed decisions. While there are challenges to consider, the benefits often outweigh the drawbacks, making intercept surveys a worthwhile investment for many market research projects.

Whether you’re looking to assess customer satisfaction, test new products, or understand shopping behaviors, intercept surveys can provide the immediate insights you need to stay ahead in a competitive market.

Relational RMS Blogs:

Maximizing the Effectiveness of Intercept Surveys: 3 Essential Tips
Intercept Surveys Done Right: Tips for Achieving Meaningful Results

About the Author – Melissa Lewis

Melissa joined RMS in April 2022 as QualiSight Supervisor where she managed the day-to-day operations of RMS’s onsite call center and focus group facility, known as QualiSight. In January 2024, Melissa joined the RMS Research Analytics team where she coordinates the management and fieldwork activities associated with contracted intercept fieldwork for various national airports, public transportation, and other intercept work conducted by RMS.

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About RMS

Research & Marketing Strategies, Inc. (RMS) is a full-service market research firm in Central New York. Formed in 2002, RMS helps organizations that are looking to know more about their customers and/or potential customers. We conduct surveys, focus groups, mystery shopping, studies, and analyses. Each project is customized and gets personal attention so that actionable, data-driven findings are delivered. RMS has a reputation for getting results. We offer an independent, professional means to conduct telephone, on-line, and mail surveying, as well as in-depth interviews, intercept interviews, and participant recruitment. We also host discussion groups through QualiSight, our onsite call center and focus group facility. We have a proven reputation for successfully recruiting and moderating focus groups, community forums, and town meetings.