Using Mobile In Mall Intercepts

Dont talk to strangers

Dont talk to strangers.

Now, where have we heard that before? That is how we view someone who comes up to us out of the blue and says, Hi, Im John Smith and Id like to ask you questions about this product, it would only take a moment of your time and all you have to do is fill this out and tell us about your shopping experience andyada, yada, yada..

The initial reaction may not always be a yes or yeah sure. Its either they do it in a hurry or they make up an excuse and at times act upset and say theyre not interested. Mall intercepts still happen nowadays because it still has its effect but how accurate it is cannot compare to mobile research.

Mobile research allows the researcher to get into more details with the respondent. They can get answers, questions and comments real time. In every step of the way, they can capture and be part of the whole experience even with the short pauses, dead air or awkward silences on the part of the respondent. Hearing how they make their choices, why they do, who influences them to choose it are all part of the entire experience that can only be done more accurately when actually sharing the moment with the respondents. Making them feel like they own that time, all the researchers have to do is lead them with the questions or task, then listen (for the most part..) and the respondents can fire away.

Consumers normally have tons of things on their mind when buying a service or item. For most, its how much something costs. Then they ask what they can do or get with the price they afford. Then they look for options thinking, maybe theres more. Then comes the questions of how long can I use this product or service, how is it different from others, what if how about etc, etc

Every product or service has their good sides and bad sides. What it is can only be found out once put out in the market. Knowing what makes their product chosen or not is vital information. Knowing what happens after the product or service has been bought and the respondent goes home and tries it out is also very important information. These are some things that a normal mall intercept cannot search out but is exactly what mobile research can extend to do.

by: Ron Jacobsen

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