For those who are not familiar, intercept surveys are surveys that are administered face-to-face to respondents as they pass by, usually in a public place. They are an extremely valuable source of information if you want to learn more about your customers because you can capture information in real-time. By using a smartphone or tablet it is easy to gather data from conferences, trade shows, expos, fairs and more. The example from this webinar about a study conducted by Insightful Alliance of Cincinnati, OH for Reebok.
When respondents at a conference said they were too busy to take the survey, they offered them a QR code to take the survey at a later time. They also offered participants an incentive to win one of five Reebok gift cards if they take the survey. The ultimate goal of the extended intercept survey was to extend the reach of the survey beyond those that took it in person. The results enforce this goal tremendously. They found that 40% of the complete surveys were derived from the QR codes, which accounts for almost a third of results. Check out the rest of the slides for more information and tips!