Mall Intercept

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Definition: Mall Intercept

Mall intercept is a type of customer feedback interview which is conducted in a mall by asking random shoppers questions relevant to market research or opinion of the general public. It is a kind of survey in which interviewee are intercepted at malls hence the name Mall Intercept. A mall intercept survey is a type of intercept survey which is conducted in a shopping mall or a shopping center. The interviewer tries to gauge the responses of the visitors of a shopping mall and analyses their behavior towards a particular in-mall activity.

Importance of Mall Intercept Survey

These mall intercept surveys can also be about some specific brands which are housed inside the mall. For example a person leaving a Nike store with a baggage in hand indicating a successful shopping. The interviewer can ask feedback or suggestion questions to that customer of Nike about his or her shopping experience with the brand. Also if a person is moving out of the same brand store without shopping anything, questions can be asked so as to why the potential customer did not shop from the store. Results obtained from these mall intercept surveys are quite valuable as they provide an in-depth view of the behavior a person who has responded when the feeling or perception towards a particular event or a brand are fresh, i.e. the touch points have taken place immediately before the survey has been conducted. Mall intercept can also be effectively used to gather information about the demographics of any customer base. It involves three steps - Stopping the shoppers in the mall, judging them for relevance or appropriateness and then taking them to any interview centre situated in the mall or asking questions on the spot with their consent. However, the mall intercept interviews should not be taken as a sample of population as each mall will have its own characteristics of customers. Also these surveys are more effective when demographics like age or gender doesn’t influence the findings. A good example of mall intercept is review of movie. People shopping in mall are asked about movie re-view i.e. how was the movie. Then assumptions about the movie performance or story are made from those interviews.

Elements of Mall Intercept Survey

Mall Intercept

However, there are certain technical aspects to be considered before conducting a mall intercept such as:

1. Timeline. A particular timeline for the initiation and ending of the mall intercept survey should be decided because certain products which are seasonal might generate different responses from products which are perennial.

2. Frequency. The frequency of the sample respondents has to be large enough to be considered to derive inferences. Small sample groups might distort the analysis and results

3. Authenticity. The responsibility of the interviewer is to maintain the authenticity of the mall intercept survey responses obtained from the respondents. Any doctored respondents might lead to wrong analysis and faulty results which might have a bearing on the financial books of the brand

4. Interviewer bias. There should be absolutely no bias from the interviewer side as the data obtained would not serve the purpose

5. Length of the survey. The questions should be short, crisp and to the point. Any question stretching the mall intercept survey long enough to vex the respondent might change the perception and alter the responses obtained.

Mall Intercept Interview Questions

For example brand XYZ is a popular restaurant chain which owns a store inside a popular shopping mall. XYZ wants to launch a new type of dessert but desires to gain feedback from its existing consumers before officially launching the product. XYZ has arranged a separate set up for people leaving the restaurant after their meals could try the new product while exiting the restaurant. An interviewer placed just outside the restaurant gate then gathers feedback by the following sample mall intercept survey questions:

1. Please state your age

2. How many times do you go outside to have food?

3. How many times do you visit XYZ restaurant?

4. How often do you order for a dessert after your meals at any restaurant?

5. Did you order any dessert after your meal at this restaurant?

6. Did you try the sample dessert while exiting?

7. Can you please recall some taste attributes about the dessert?

Example of Mall Intercept

Suppose a person leaving an apparel store with a shopping bag in hand might be asked about his or her age, income, occupation, frequency of buying etc. questions. These types of questions asked to a wide sample of shoppers can give a comprehensive view of the customer base and thus marketers can draw inferences from the results. They can successfully design marketing plans which might try to include those people who seldom shop from the brands or might design a plan to attract more of the visiting group customers.

Advantages of Mall Intercept Survey

1. It helps in both quantitative as well as qualitative data collection. More than a survey, Mall Inter-cept is one on one interaction where participants can provide quantitative inputs as well as dis-cuss about their perception (Qualitative)

2. It is a convenient and economical way of collecting data as the interviewer doesn’t have to go to different places to interview different people. She/he can interview many people at the same place.

However, not everyone is ready for the interview. Some people are shy, some are not interested while some may be in a hurry. So not everyone is ready to give the interview. The Rejection rate is generally very high. For Ex- It is possible to have only 5-10 interviews in a crowd of 100 people in a mall.

Hence, this concludes the definition of Mall Intercept along with its overview.

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