If you frequent shopping malls you’ve probably been approached by friendly looking people with clipboards asking for a few minutes of your time. This is the beginning of a mall intercept.
A mall intercept is a form of one-on-one personal interviewing that occurs in a shopping mall. Passersby are stopped (or intercepted) and asked if they would be willing to participate in a research study. Often they are offered small incentives for their time. Those who agree to participate are typically taken to an interviewing facility located within the mall.
Mall intercepts are best used to test new product ideas, taste-test food products, distribute products for in-home testing, evaluate and/or compare existing products, and for testing the effectiveness of proposed or existing media campaigns or publications. Through these interviews we can assess consumers’ likes/dislikes, preferences, intent to purchase and pricing preferences.
Mall intercepts are a valuable, widely used technique for market research projects requiring direct interviewer-respondent interaction.
To find out how mall intercept research can work for you, give us a call.