We have conducted mall intercept studies for over 40 years and are a leading authority on this valuable technique in Canada with access to most major cities. Unlike many firms, we have not abandoned the methodology. Why?
Advantages
- Mall-intercept research can take advantage of facilities that incorporate kitchens for sensory tests such as taste and smell tests, realistic living and dining room scenarios for product testing, eye-tracking and neuroscience studies that use expensive equipment, and more.
- It is easier to encourage someone already in a mall to participate in a central-location study rather than over the telephone or emails.
- Interviewers can validate that they are speaking to a real person, something that can sometimes be difficult with online surveys, particularly as chatbots and artificial intelligence become increasingly believable.
- Interviewers can verify some basic demographics of the people they speak with. (age, gender, language, language skills, and region).
- Mall-intercepts allow you to gather opinions from people who are not members of research panels, including people who are not even aware that research panels exist.
- Test products that are simply too fragile, large, or expensive to test in other ways.
- Easily combine qualitative methods with quantitative methods to obtain maximum product understanding and statistical generalizability.
Locations
We can offer you two permanent mall locations in Canada – Toronto and Montreal. Both malls have average weekly traffic of more than 100,000 demographically diverse consumers and can provide a constant flow of fresh respondents.
Applications
Mall techniques are perfect for aisle and exit interviews, central location recruiting, shop-alongs, focus groups, IDIs, dyads, triads, on-site and mystery shops, and usability testing.
