Retail, Consumer Packaged Goods (CPG), Restaurant and other organizations of all types often conduct store customer intercepts, in-store interviews, and mobile surveys in which they ask their customers how well they’re doing.

In this ongoing series, we’ll share with you three mantras associated with making customer intercepts, in-store interviews, and mobile surveys a success. Ignore any of these and all your research efforts will produce misleading and biased results – guaranteed!

First Mantra: Understand Importance of Attributes Being Measured

While deploying customer intercepts, in-store interviews, or mobile surveys, always remember that knowing how you’re performing on an attribute (quality, service, etc.) is more useful if you know how important that attribute is. If your performance is highest on the least important attribute(s), then priorities – and possibly resources – may need to be shifted.

Think about this important mantra……Can you recollect instances when you’ve seen colleagues focused on improving attributes that customers really did not care about? This is so basic and yet still so overlooked, even by the most experienced researchers.

Don’t forget this important mantra as you plan your next research effort.

Interested in learning more? Call us at 1-800-549-7170 or send us an email for a free 30-minute consultation on this topic.

Gold Research Inc. has extensive experience in deploying customer intercepts, in-store interviews, and mobile surveys for concept testing, marketing testing, satisfaction research, shopper insights, mystery shopping, and journey mapping or path-to-purchase research. We can also act as an extension of your research team in helping with data processing, analysis, report development, and survey programming.