At Brand Federation, we believe that effective research methodologies should align with the specific needs of the challenge at hand. Intercept interviews, often referred to as “man-on-the-street” (MOTS) research, provide an efficient and agile solution when brands need a quick, location-specific, quantitative read on consumer reactions.
This methodology excels in scenarios where rapid feedback is required, particularly for testing visual elements, brand names, or awareness. By engaging individuals directly in targeted geographic areas, intercept interviews offer a way to gather insights in locations where traditional panel representation may be limited or insufficient. The in-person nature of these interviews allows for immediate reactions and real-time data collection, programmed into a digital survey platform accessed via tablets.
Intercept interviews are typically concise, lasting no more than five minutes. Participants are incentivized on-site, with rewards tailored to the local context, such as free coffee from a nearby shop or tickets to a local event. This approach not only helps mitigate potential skepticism but also encourages participation in areas with high foot traffic, such as events or popular gathering spaces.
While intercept interviews are an excellent tool for quick-turn quantitative testing, they are not without challenges. It can be difficult to engage participants who may be wary of being approached, and the methodology requires careful planning to ensure access to high-traffic or event-centric areas. Despite these limitations, intercept interviews provide a unique advantage for brands seeking fast, geographically relevant consumer insights.
At Brand Federation, we leverage this method to deliver actionable results, helping our clients make informed decisions based on real-world consumer feedback. By combining agile research tools with thoughtful planning, we ensure this methodology works seamlessly within broader brand strategies.
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