how to conduct extended intercept surveys - a reebok case study
TRANSCRIPT
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HOW TO CONDUCT EXTENDED INTERCEPT SURVEYS
March 28, 2013
A Case Study
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TOPICS COVERED
method
benefit/cost
preparation
best practices
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STUDY BACKGROUND
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Survey Questions
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INITIAL PLAN: STANDARD MOBILE INTERCEPT
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ADDITIONAL SURVEY ACCESS CHANNELS
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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
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OUR FIELD TOOLS
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BENEFITS OF EXTENDED INTERCEPT METHOD
• 40% completes derived from poster and index cards
• 67% marginal response rate
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INCREMENTAL COSTS OF POSTERS & CARDS
Project Budget $300 $500 $1,000
$15,000 2% 3% 7%
$20,000 1.5% 2.5% 5%
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PREPARATION PROCESS
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INTERCEPT SURVEY VENUES
1. expos2. conferences3. retail4. entertainment/music5. sports
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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.
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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.
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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.
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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.
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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
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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
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THANK YOU FOR JOINING US
DO YOU HAVE ANY QUESTIONS?
www.surveyanalytics.com www.insightfulalliance.com
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PROGRAMMING THE QUESTIONNAIRE
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SURVEY QR CODE AND URL