Capabilities

Solutions

	Awareness and Image Studies

	Market Feasibility and Competitive Intelligence

	Product Testing and Pricing Research

	Market Segmentation

	Purchase Decision Dynamics

	Customer & Employee Satisfaction and Loyalty Studies

	Political Polling

Methodologies

	Focus Groups

	Representative Telephone Surveys

	Email Surveys

	Mail Surveys

	Intercept Interviews

	Internet-Based Research

	In-Depth Interviews

Intercept Interviews

Many businesses and organizations use intercept interviews to gauge visitor satisfaction and customer satisfaction. Intercept interviews are especially helpful due to the immediacy of the customer's experience with the organization. Often called an exit interview, this marketing research data collection method benefits from the respondent's ability to recount details of their experience, which is still fresh in their mind.

Intercept interviews are often used to gauge visitor satisfaction regarding events and attractions; for example, Market Street Research has conducted intercept interviews for fairs, festivals, and museums. Intercept interviews are also used by retail businesses to gauge satisfaction regarding customers' experience with the business or to gauge people's likelihood of using a new location; for example, Market Street Research has conducted intercept interviews for banks to gauge the likelihood of people using a new branch location.

What are Intercept Interviews?

A quantitative data collection method, also often called exit interviews, in which visitors or customers are interviewed immediately after their experience with a business or organization.

Market Street Research handles all aspects of intercept interviews, including questionnaire design, data collection, and analysis of results. We work closely with clients to identify critical information needs and design intercept interviews that will best inform business or organizational decisions.

Questionnaire Design

Market Street Research brings decades of expertise to bear on the preparation of the highest quality marketing research instruments. Our questionnaires for intercept interviews ensure that all relevant topics are covered in a timely manner. Our clients give final approval on materials, and Market Street Research always develops questionnaires on a custom basis for each project.

Logistics

Market Street Research maintains relationships with a national network of data collection firms, and our staff are available to personally train and supervise intercept interviewers on the specific aspects of each research project. Market Street Research follows data collection with a thorough analysis and presentation of the results. Our reports often include quotes from the intercept interviews.

Why Conduct Intercept Interviews?

Some marketing research companies specialize in a particular methodology, and tend to recommend that method for any or all situations. Market Street Research picks marketing research methods depending on the information needed by our clients or the decisions our clients are making. Intercept interviews are an ideal methodology for businesses and organizations to identify:

Customers' or visitors' perceptions of and satisfaction with a business or organization
Improvements and changes customers would like to see
Customer reaction to an organization's future plans

Intercept interviews are an appropriate method for answering quantitative questions, such as:

How large are different market segments within a geographic region?
What is the demographic profile of my customers?
If customers buy my new product or use my new service, what income is likely to be generated in a year?

Surveys are designed to represent the opinions, needs, and behaviors of whole populations. It is important to note, however, that by definition, intercept interviews use a convenience or non-random sample. Therefore, results may not fully reflect the characteristics of all customers.

Markets are constantly changing, and even if you know how visitors are likely to react to specific aspects of the events and attractions you offer, intercept interviews can be helpful in identifying new opportunities as well as potential problems that might not be apparent from your perspective as a business or organizational leader.

Please contact us to discuss how Market Street Research can help you achieve your goals.

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