For quantitative path-to-purchase research to be effective, it needs to be targeted. The objectives must be specific, and the survey instrument must be focused on answering those objectives.

The main benefit of store intercept interviews is to get feedback in the moment—live, and in color. These interviews don’t rely on recall of a store visit that took place a month ago. Those top-of-mind insights are very useful to decision makers who are trying to improve their business.

Following the keys to conducting shop-along interviews – knowing the logistics, being ready to adjust, setting the stage, and going with the flow – will help you gather the insights you need to make your shop-along a successful research endeavor.