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.
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.
Galloway 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.
Galloway 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 Galloway Research always develops questionnaires on a custom basis for each project.
Why Conduct Intercept Interviews?
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.