How to Conduct Extended Intercept Surveys - A Reebok Case Study
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Transcript of 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
THANK YOU FOR JOINING US
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