How to Conduct Extended Intercept Surveys - A Reebok Case Study

HOW TO CONDUCT EXTENDED INTERCEPT SURVEYS

March 28, 2013

A Case Study

TOPICS COVERED

method

benefit/cost

preparation

best practices

STUDY BACKGROUND

Survey Questions

INITIAL PLAN: STANDARD MOBILE INTERCEPT

ADDITIONAL SURVEY ACCESS CHANNELS

ADDITIONAL RESEARCH PARTICIPANTS

1. Those who are too busy

2. Those who pass while we interview someone else

3. Those who enter the booth, but whose paths we don’t cross

OUR FIELD TOOLS

BENEFITS OF EXTENDED INTERCEPT METHOD

• 40% completes derived from poster and index cards

• 67% marginal response rate

INCREMENTAL COSTS OF POSTERS & CARDS

Project Budget $300 $500 $1,000

$15,000 2% 3% 7%

$20,000 1.5% 2.5% 5%

PREPARATION PROCESS

INTERCEPT SURVEY VENUES

1. expos2. conferences3. retail4. entertainment/music5. sports

CHECKLIST OF CONSIDERATIONS

1. Consider size of the space in order to determine the number and size of posters.

2. Consider available wall, table and counter space to determine whether you will need wall-fasteners, table stands, or easels for the posters.

CHECKLIST OF CONSIDERATIONS

3. Consider whether it makes sense to have the survey be centralized in the physical space where it’s being executed, or decentralized and ubiquitous.

4. Consider the carrying capacity of visitors in order to determine the size of the index cards.

CHECKLIST OF CONSIDERATIONS

5. Consider whether your index card will be one of many collateral pieces that people will be carrying with them, and what implications that might have for the design and delivery of the card.

CHECKLIST OF CONSIDERATIONS

6. Consider how leisurely or rushed people might be in order to determine the number of cards to print.

7. Consider any restrictions the venue or facility might have on conducting surveys.

THINGS TO REMEMBER

• time for designing, printing and shipping posters and cards• budget time to test the survey across platforms• have a table in which to place index cards, iPads or tablets

when not being used

THINGS TO REMEMBER

• have 2 iPad or Android tablets per person to avoid down time

when batteries run out• check with the venue for any restrictions that might impact

your execution

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