The market research industry is full of validated sample, panels and recruiting resources. However, screeners can be arduous, recruiting lengthy and participant authentication tricky. In these cases, we at KNow find fresh, authentic participants by putting our boots on the ground and finding them ourselves. Over the past couple of years this has grown into a methodology of its own; Qualitative Intercept Interviews (QIIs).
Our goal was not to mimic mall intercepts, but to provide another option, a qualitative conversation, had in situ. These interviews last anywhere from 5-20 minutes depending on the client’s goals (and the amount of the gift card incentive!). They take place anywhere we can get permission to be: clients’ stores, pop-up store fronts, malls, farmer’s markets, festivals, etc. They cover a range of topics and usually include some close-ended and some open-ended questions, all discussed with participants by a qualitative moderator.
Our retail industry clients especially appreciate the approach because we can approach shoppers when they are actually shopping/browsing. They are in the moment authentically and the resulting interviews are more aligned with their actual rather than remembered behavior.
Participants enjoy the chance to participate in a research study immediately, not having to book an appointment or go to another location or be taken through endless screening questions. They are often surprised it is so easy and proud that they have given their feedback to a brand, product or idea that plays a role in their lives.
A few things to note about QIIs:
What other uses/benefits/watch-outs have you found with intercept interviews? Email us at firstname.lastname@example.org to continue the conversation.