In-Store Surveys: Definition, Benefits, and Example Questions

woman shopping in-stpre

When most people and brands think about surveys, their minds immediately go to an online questionnaire.

However, in the world of market research, surveys come in all shapes and sizes. 

Take in-store surveys for example. This type of marketing research is conducted in-person at establishments such as retail stores, restaurants, college campuses, concerts, sporting events, and more.

Interested in learning more about in-store intercept surveys?

In this blog post, I’ll discuss what an in-store intercept survey is, who should conduct them, the benefits, and in-store survey example questions. 

What Are In-Store Intercept Surveys

An in-store intercept survey describes when a team collects survey data on-site. 

Typically, this includes having one to four survey interviewers ask customers to complete a survey via a tablet. 

Typically, this includes having one to four survey interviewers ask customers to complete a survey via a tablet. 

Goals and objectives for in-store intercept surveys often include:

  • Measuring satisfaction with the establishment
  • Satisfaction with specific factors of the establishment
  • Amount purchased if applicable 
  • Identifying the average amount purchased at competitor establishments
  • Identifying the average number of visits to an establishment 
  • Feedback regarding the experience

The insights gathered from these interviews often guide marketing and sales initiatives.

Recommended Reading: The What, How, and Why of Intercept Surveys

Who Should Conduct In-Store Surveys?

One of the most critical pieces to conducting in-store intercept surveys is having the right team. 

The top three qualities to look for in an intercept survey company include:

  1. Attention to detail
  2. Approachability
  3. Extroverted personalities 

An intercept interviewer will be tasked with collecting high-quality data from as many people as possible.

Therefore it is important participants feel as comfortable and welcoming as possible.

Companies executing in-store intercept surveys can do so in-house or with a third-party market research company

If you are still weighing your options, I suggest reading our blog post, Market Research: Is In-House or Outsourced.

While Drive Research always weighs on the side of hiring a professional in-store intercept survey firm, we know this is not always possible.  

For this reason, I’ll share five quick tips for managing an interview team in the next section.

Tips for Managing an In-Store Survey Interview Team

1.Host Training Sessions

Hold an in-depth training session with the interviewers.

This should cover dress code, details about where to be and when, training on technology (as needed), reviewing the survey, and reviewing how to approach customers. 

2. Clearly State How Interviews Should Interact with Respondents

Coach the interviewers on how to approach customers.

It’s important to give interviewers a suggested script and ensure they feel comfortable with it.

Ultimately, their job is to entice customers to complete the survey.

3. Find High Traffic Areas

The more people who interviews can pitch the survey to will make completing fieldwork a more straightforward process.

If the place where the intercept surveys are being conducted does not have enough traffic, there will be fewer surveys collected or more expensive to complete fieldwork.

4. Disperse or Move Interviewers Around

Each intercept location will have its quirks.

There will likely be a place with the highest traffic, but that does not always mean it will get the best return.

For example, maybe people are more in a hurry when they leave the store, so it’s better to be placed in the back of the store when customers are still shopping.

Think about mixing the locations for interviewers up.

5. Don’t Be Afraid to Take a Break

Intercept interviewers will be talking and approaching people a lot. It’s important to stay fresh and take a break during the day to recuperate. 

Interested in learning more intercept survey tips? Watch this 60-second video.

What are the Benefits of In-Store Surveys?

The most important benefit of in-store intercept surveys is that it collects in the moment feedback

Essentially, this means accuracy is on point. This means collecting information about satisfaction, likelihood to recommend, preferences, and behaviors will be as accurate as possible.

Additionally, gathering high data quality is a huge benefit to in-store intercept surveys. 

To garner the best results and benefit from this type of research, the intercept survey should take less than 3 minutes to complete and include up to 15 questions. 

Also, if the goal is to collect a specific number of responses, if traffic is lower it will be more expensive to have staff available for more days.

Of course, there are a few disadvantages of in-store surveys that are worth mentioning.

The two most significant drawbacks are that the survey must be short and fieldwork is highly dependent on in-store traffic. 

Recommended Reading: How Long Should an Intercept Survey Be?

What are Examples In-Store Survey Questions?

Ultimately, the questions asked in an in-store intercept survey depend on the goals and objectives of the study. 

Here are a few examples of questions that could be included in an in-store survey:

  1. How likely would you be to recommend [insert store name] to a friend or colleague?
  2. Explain why you chose your rating.
  3. Why did you come to [insert store name] today?
  4. How satisfied are you with the following factors at [insert store name]?
  5. How often do you typically shop at [insert store name]?

In-store intercept surveys can be customized entirely to the needs of a specific store. 

Recommended Reading: 7 Example Intercept Interview Questions

Conduct In-Store Surveys with Drive Research

Drive Research is a national market research firm headquartered in Upstate New York. Our team of market research professionals partners with brands across the country to execute in-store surveys. 

From survey design to survey interviews to reporting, Drive Research offers end-to-end project management services.

Need a quote for an in-store survey project? Contact Drive Research below.

  1. Message us on our website
  2. Email us at [email protected]
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

emily taylor about the author

Emily Taylor

As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.

Learn more about Emily, here.

subscribe to our blog


Intercept Surveys