How To Conduct Extended Intercept Surveys: A Reebok Case Study

Insightful Alliance was hired by Reebok to conduct intercept surveys at the 2 day expo that takes place prior to the Peachtree Road Race in Atlanta.

We decided to execute the intercept surveys using iPads loaded with Survey Analytics’ SurveyPocket. As we planned the project we exploited some of Survey Analytics’ other features to develop what we call the Extended Intercept Survey. This method allowed us to extend our reach with the survey, and thereby increase our survey completion rate by 67% with only a small incremental investment.

Survey Analytics asked us to explain our Extended Intercept Survey method to its customer base via webinar. In the webinar we address the following:

  • how Insightful Alliance and Reebok transformed the traditional intercept method into what we call the Extended Intercept Survey method;
  • how combining tablet, smart phone, and online access facilitated the completion of surveys by people who initially had declined to participate;
  • examples of the collateral materials we used to execute the Extended Intercept Survey;
  • tips on the psychology of applying the Extended Intercept Survey in various contexts;
  • a checklist of the “tasks” to remember when planning an Extended Intercept Survey.

A recording of the webinar is available at the following link:

How To Conduct Extended Intercept Surveys: A Reebok Case Study

Insightful Alliance’s Running Shoe Terminology Study

Insightful Alliance is in the final stages of completing its running shoe industry study.  In this study we are examining the terminology that running shoe retailers use in attempting to explain how to choose an appropriate running shoe.  The study examines the terminology used at specialty running shops, sporting goods stores, and athletic footwear stores.

Any running shoe manufacturer or retailer that is interested in learning more about this study should contact Michael Mercier at Michael. Mercier@InsightfulAlliance.com.

“Running Shoe Terminology” Study Applies Telephone Mystery Shopping Methodology

In its recent “Running Shoe Terminology” study, Insightful Alliance collected data using telephone mystery shopping — a variation on traditional mystery shopping.

In traditional mystery shopping the researcher poses as a customer and visits a retail establishment in order to experience shopping there first-hand.  He usually examines a particular aspect of the shopping experience.  For example, he might pay particular attention to the physical layout of the store, or the experience of finding and purchasing a particular product, or the quality of customer support.

Telephone mystery shopping is similar to traditional mystery shopping.  However, rather than visiting the store in-person, the researcher interacts with the establishment by phone.  This method is useful for studying the quality of the telephone experience, the accuracy of information provided, or evident product or brand biases.  In this particular study we called running shoe retailers around the country and posed as customers in order to examine the terminology that they used to describe the segmentation of the running shoe market.

For more information about how our Telephone Mystery Shopping Methodology can be used to generate customer insights for your product, contact Michael Mercier at Michael.Mercier@InsightfulAlliance.com.