Intercepts

The term "Intercepts" defines a broad range of short interviews, usually only a few minutes in length which are carried out "in-situe" with consumers.

Street intercepts are common and involve approaching likely research interview prospects at a certain time and place, asking a few qualification or screening questions, then asking for permission to deliver a questionnaire in return for a small incentive.

Intercepts are also commonly carried out in or outside shopping malls, or retail outlets - indeed any venue where large numbers of a target group are possible. Generally, despite the few short qualification questions, the sample should be viewed as a "convenience sample", as generally sample selection is less strict than other methods. However, intercept surveys have great advantages in terms of expense, speed of data collection and collecting a good range of views. Generalisability is limited but of course rises the more intercepts are completed, and the more demographic information collected which could be helpful in coming to rough estimates of generalizability.