Before taking this class I never realized just how effective mall intercept marketing is. Our text defines mall intercept marketing as "a data gathering technique where researchers talk to shoppers in shopping or public areas and ask them to fill out a survey, take a taste test...etc."
To the consumers it appears as if they are simply getting a free sample and perhaps a coupon, but really by doing this sort of technique researchers can gather information regarding what consumers think of the taste: their facial expression after sampling, whether they sneak back for seconds, or they can actually do a formal questionnaire. Also, when consumers see or sample the product they may end up purchasing it when it wasn't even on their list to begin with. In my opinion mall intercept marketing is far more effective than other techniques.
No comments:
Post a Comment