Home > Techniques > Point of Purchase Intercept Interviews

Point-of-Purchase Interviews
Capture the mindset of the customer where and when the purchase decision is actually made.

The point-of-purchase is where important buying decisions are made, and is possibly THE most important marketing opportunity manufacturers and retailers have available. As a result, it's the only place to obtain a true understanding of the consumer: how they shop; what motivates their purchase decision or, conversely, leads to a rejection of a brand or category; how they feel about specific brands, products, packages, or promotional/merchandising initiatives and devices. Point-of-Purchase observations and interviews provide a unique opportunity to understand customer's thoughts, feelings and motivations when they are actually occurring and are fresh in mind.

Integrated Research has executed thousands of in-store/on-site point-of-purchase observations and interviews across a wide range of outlets. All projects are custom designed with the unique objectives of our client in mind…with the utmost attention given to providing insight and actionable results. Typical measures and areas of questioning can include:

Point-of-Purchase Interviews: Design

The importance of Point-of-Purchase interviewing has been demonstrated by its popularity and significant growth over the past few years. This is primarily due to the fact that it is increasingly difficult to reach a truly representative sample of consumers via other methods, be it phone, internet, or mail. Further, data insights gained from point-of-purchase surveys are actual, true, top-of-mind thinking, which simply isn't obtainable via other methods.

Integrated Research has specialized in this form of attitudinal research for nearly two decades, and possesses the expertise to properly design, execute and analyze studies to truly fulfill its clients' learning needs and objectives.

Results are obtained using one of the following techniques based primarily on the learning objectives.

1. In-Aisle/On-Site Intercept Interviews
   Conducted in-aisle or on-site/on-premise immediately after the customer has made their purchase decision


2. Exit Interviews
   Conducted after or just prior to shoppers/patrons going through the checkouts

Point-of-Purchase Interviews: Execution

Integrated Research's niche in the research spectrum is in-store, on-site studies, including Point-of-Purchase interviewing. Highlights of our experience and approach include:

• Initial Consultation & Research Design
• Questionnaire Development
• Market/Chain Recommendations
• Obtain Necessary Retail Chain Authorization
• All Data Collection & Tabulation
• Quality Control – Mystery Shop Interviews and Field Test Questionnaire
• Full Analytic Services Including Descriptive and Statistical Analyses
• Presentation of Results

Point-of-Purchase Interviews: Behavioral Research Integration

Integrated Research's ability to design and execute in-store behavioral research techniques (Controlled Store Tests) enables us to evaluate marketing initiatives from multiple perspectives, thereby allowing triangulating of the results (consumer attitudinal data, shopper behavioral patterns (sales activity), and retail trade perspective).

Back To Top