Intercept surveys are a great method for obtaining feedback from an audience that visited a specific location or engaged in a particular activity. Interviews are typically conducted during or immediately after the event. It sounds simple, but there is a right way to ask people to stop and participate in your research.
If your business conducts intercept surveys — whether for field research in remote areas, visitor feedback at art organizations, or market research at outdoor venues — there are a few basic tips you’ll want to heed.
Project An Image
The image you show to people should be one that reflects your brand values. Beyond being friendly — what you wear, how you talk and your facial expressions are all a reflection of the business or organization you work for. Are you casual, fun and informal? Or academic, serious and formal? Pick something and run with it. That said, it’s also important that you blend in with your environment so that people feel comfortable speaking with you. If you’re at a music festival, wearing a suit isn’t going help you even if it reflects your entertainment firm’s brand values.
Don’t Stay In One Place
A surefire way to get bias intercept survey results is to stay in one location. For example, if you’re getting feedback about the guest experience at an opera venue and only collect survey responses outside the balcony area, you risk getting an unrepresentative sample. Balcony seats are often more expensive and if you don’t position yourself outside cheaper areas of the venue the feedback you get could be positively or negatively skewed. The same applies for all sorts of intercept surveys situations including a market research company at a mall or an NGO in a remote village. Move around to get the best results.
Nail Your Intro
Part of getting enough intercept survey respondents means having a “pitch” that doesn’t sound like a pitch, yet communicates some key things. Firstly, identify yourself, not only with a company name tag, but also as you speak. Secondly, make it clear to a passerby that you aren’t selling anything, but are simply asking for their time. And thirdly, be honest about how long the survey will take. While it may be tempting to sugar coat the time commitment because you have quotas to meet, there’s nothing worse than angering respondents and ruining your brand reputation.
Do you have other intercept survey tips you’d like to share? Anything that’s helped you at your business? Feel free to share them in the comments below!