- In-Store interviewing is conducted in outlets – i.e. retailers, providers of services, catering services, financial institutions. Other possible places are shopping centers and areas, parking lots, access roads, arcades etc. We can observe respondents’ reactions – their orientation and moving in the store, their behavior as a buyer – planned or impulsive shopping, the influence of POP etc.
- We can use the way of questioning in the length of several minutes or the interviewer can join the respondent observing and questioning him/her during the whole shopping track.
- The interviews are carried out by trained interviewers. On particular place they address people chosen by advance determined criteria. Each respondent is then questioned in accordance with pre-arranged query scheme.