Whether it’s stopping shoppers mid-aisle or catching event attendees on their way out, intercept interviews can give you fast, focused feedback from real people in real-world settings.
But while market research intercepts might look spontaneous, the best ones are anything but. From recruitment to permissions and on-the-day logistics, success hinges on having a solid plan, and the right people in place.
Market research intercepts are short, in-person interviews conducted with people in natural environments: think shopping centres, gyms, festivals, or airports.
They capture real-time reactions, decisions, and behaviours in a fast, effective way.
Want to understand what drives a purchase in the moment? Intercepts let you ask someone right there, as it’s happening.
It’s no surprise that market research intercepts are becoming increasingly popular for everything from new product testing to retail experience research. But to get quality insight, you need more than just a clipboard and good luck.
That’s where smart participant recruitment and on-the-ground planning come into play.
The beauty of intercepts is in their immediacy. They’re quick, authentic, and highly engaging. When done well, they can give you a crystal-clear view of consumer behaviour in context.
But intercepts can also be tricky to execute. From unpredictable footfall to tricky permissions and tight timelines, there’s plenty that can throw a spanner in the works. Plus, because intercepts rely on short interactions, every second counts, so it’s crucial you’re speaking to the right people, in the right place, at the right time.
In our experience, the difference between a great intercept study and a frustrating one often comes down to the recruitment and fieldwork planning.
Here’s our top 7 tried-and-tested tips to help you get the most out of your intercept interviews, based on years of supporting leading brands with intercept recruitment and fieldwork.
Don’t just pick a busy location and hope your target audience walks by. Instead, start with a clear idea of who you want to speak to—whether that’s Gen Z skincare users, parents of under-fives, or fitness enthusiasts—and then identify where they naturally spend time.
At Angelfish, we always start with your target participant profile and work backwards to find high-footfall areas that align with that audience. That way, every intercept has purpose, and you’re not wasting time on the wrong crowd.
Explore different ways of recruiting participants for research.
Because intercepts are so fast-paced, your screener needs to be sharp, efficient, and ruthlessly focused on what matters. Strip out anything unnecessary and make sure the questions get to the heart of your criteria quickly.
That said, screeners aren’t always essential. In some intercept studies (especially when the moderator is experienced and the research goals are more exploratory), having a natural conversation can be just as effective. It all depends on what suits your objectives.
Bonus tip: Where screeners are used, they can also support live quota tracking, helping your team stay on target in real time.
Check out our top tips for screener writing.
Even if you’re only asking for five minutes, a small thank-you can go a long way. For intercepts, cash is usually the best option, as it’s quick, simple, and universally appreciated. Something like £5 in cash is often enough to show appreciation without being over the top.
Just be mindful of what you’re offering. Incentives shouldn’t be tied to the location where the intercept is taking place. For example, offering a free drink at the café you’re standing outside could be seen as promotional rather than research-led. This kind of approach risks falling foul of MRS guidelines on sugging (selling under the guise of research).
A modest, well-judged incentive helps build trust and encourages participation, while keeping your research ethical and professional.
Your intercept team is the experience. They’re the face of your brand or project, and they need to be warm, confident, and able to think on their feet.
At Angelfish, we always recommend experienced moderators or recruiters for intercept work. Friendly, presentable, and clearly identified (lanyards and clipboards at the ready), they help put participants at ease and make the whole interaction feel professional.
Bonus tip: Strong moderation is key. Great interviewers know how to quickly build rapport and dig into meaningful detail, even when they’ve only got a few minutes to spare.
Some locations—like shopping centres, retail parks, or private venues—require formal permission to conduct intercepts. This isn’t just about ticking boxes; having approval in place also gives your team legitimacy on the ground.
We always advise notifying store managers or event organisers in advance and ensuring your team can clearly explain who they are, what they’re doing, and why. It helps avoid confusion and gives participants added confidence that the research is genuine.
Top tips for consent forms in participant recruitment.
Not every intercept has to be a cold approach. In fact, hybrid intercepts—where some participants are pre-recruited to attend a location, while others are approached live—can be a great way to balance spontaneity with reliability. (Plus there’s no need for the added logistics of venue management or tech issues!)
This approach is especially helpful when you’re dealing with niche audiences or strict quotas and need to guarantee a minimum number of interviews.
Things don’t always go to plan. Rain ruins your outdoor intercept? Football match diverts foot traffic? Power cut at the venue? We've seen it all.
That’s why we always advise having a contingency plan, whether that’s a backup location, extended timings, or flexibility on your quotas. With intercepts, agility is just as important as planning.
Market research intercepts are a brilliant way to get in-the-moment feedback—but they’re also logistically demanding. The secret to making them work? Recruit smart, plan ahead, and never leave it to chance.
At Angelfish, we help brands and agencies recruit the right participants for intercepts—whether that’s on the high street, in-store, or at a one-off event. From screener writing to permissions and moderation, we’ve got your back.
Let’s talk about how we can support your next intercept project.