Customer Intercepts
Customer intercepts are a Voice-of-Customer (VOC) qualitative market research method that allows our clients to survey your actual customers in real time. Customer intercept market research involves approaching and interviewing consumers in real-time, typically at retail locations or other relevant venues, to gather immediate feedback and insights on their shopping experiences and purchase decisions.
At MindMarket, we deploy tablet-equipped fieldworkers to client locations to engage with customers as they enter or exit stores, restaurants, or points of sale. Customers are often offered incentives, such as gift cards, for participating in the survey. In just a few hours, a single location can gather hundreds of valuable responses that will help power your overall research and move your business forward.
How does customer intercept research work?
With advanced analytics, data from customer intercepts transforms into actionable insights about your customers' experiences, highlighting what's working and what's not. This information helps clients effectively reach their audience with new products and advertising strategies. Our researchers approach shoppers as they exit stores or within the shopping environment, conducting brief interviews or surveys to capture their opinions and motivations while the experience is still fresh in their minds.
Benefits of customer intercept research
Voice-of-Customer methods like intercepts provide valuable, in-the-moment insights that are often more accurate and detailed than those collected through delayed surveys or recall-based methods.
The real-time nature of customer intercepts allows companies to understand the factors influencing purchase decisions, identify any pain points in the shopping experience, and gauge consumer reactions to products, promotions, and store layouts. Your specialist MindMarket team will use findings to advise you on any quick, data-driven adjustments to marketing strategies, product placements, and customer service practices that would benefit your customers’ experiences.
Consumer Intercepts to Decipher Post-Pandemic Beverage Choices in Sydney's Elite Establishments