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Intercept Customer Survey

A survey conducted with questionnaires among customers of given business units, on the basis of a predetermined sample-range.

It is a questionnaire survey conducted on the ’field’, among customers of given stores.

As it is conducted ’on the field’, it is suitable to survey customers who are really shopping on a given location, in large numbers. It is specially informative when combined with Mystery Shopping Surveys, thus giving room for comparisons between the two types of survey.
As it is a ’mass-survey’ it also gives room to examine such factors that normal Mystery Shopping surveys usually do not test, e.g.: the effects of a certain marketing campaign over a given period. As opposed to Mystery Shopping Surveys, an intercept customer survey has a more limited set of factors that can be tested. This is due to the fact that the customers are usually not conscious observers, unlike Mystery Shoppers.

An example of a possible question: Why is it that two stores with similar Mystery Shopping results have significant differences in trade? May marketing, environment, local competition or other factors be to blame?

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