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Intercept Definition

A recruitment method in which an interviewer stops people in a mall or other public location and administers survey.

An intercept in marketing research refers to the practice of approaching individuals in a specific location – such as a store, mall, event or website – to request their participation in a survey or interview at the point of experience or decision-making.

What are key aspects of an intercept in marketing research?

• Conducted in-person or digitally (e.g., website intercepts).
• Targets respondents in real time, often immediately post-behavior.
• Can capture immediate feedback and impressions.
• Uses trained interviewers or automated prompts.
• Often short and context-specific.

Why are intercepts important in market research?

Intercepts provide immediate, context-rich insights by capturing consumer thoughts and behaviors as they happen. This reduces recall bias and enhances the relevance and accuracy of the data.

Who relies on intercepts in marketing research?

• Retail and shopper insights teams.
• Event and experiential marketers.
• UX and digital experience researchers.
• CPG and QSR brands.
• Travel, hospitality and entertainment venues.

How do market researchers use intercepts?

Researchers use intercepts to gather feedback on store layouts, customer service, product displays, user experiences or promotions. Digital intercepts may appear as pop-up surveys triggered by specific online behaviors. In both cases, they allow for fast, actionable insights.