The term Intercept Market Research is typically used to describe consumer intercept surveys carried out in the street (street intercepts), in shopping malls (mall intercepts), or in retail outlets themselves, or in any space where there is good population of the target consumer or audience. Traditionally, these surveys are carried out by trained interviewers who deliver a short (5-20 minute) questionnaire concerning the perceptions, preferences, and habits of the consumer.

 

Generally, intercept surveys have sample selection that is less strict than other research methods. They have advantages however, in terms of expense, speed of data collection and the ability to gather a wide range of views. They also have the advantage of capturing information immediately at the point of sale/experience, resulting in fresher and more accurate feedback.

 

The largest single drawback to this methodology is the influence of the interviewer. Even the most skilled interviewer can subconsciously affect answers through voice inflection, body language and demeanour. When it comes to sensitive demographic issues (age, earnings, place of residence, etc.), respondents are often uneasy with sharing the “truth” with a stranger. The emergence of unattended touch screen kiosks has all but eliminated this problem and has sparked resurgence in Intercept Research.