Our client, a major retailer, presented us with the challenge of gathering the opinions of shoppers as they experienced a newly designed retail “concept” store. Because the new store was a departure from the existing store design, it was important that we capture shoppers’ reactions in “real time,” rather than at some later point. The old-fashioned method would have been to intercept customers as they exited the store and taken them through a long, tedious survey as they stood juggling their purchases. Here’s the fresh approach.

Computer stations were set up in a central location, just off the sales floor, convenient to shoppers. Customers were recruited as they exited the store, either having made a purchase or just on their way out after shopping or browsing. They were screened to meet certain demographic and purchase characteristics, and once they agreed to participate in the survey, they were escorted to the computer stations where they sat comfortably at a computer terminal and completed a Web-based, self-administered questionnaire.

The advantages to using this fresh approach were tremendous. First, using this methodology, up to ten shoppers could participate at one time. Secondly, results were extremely accurate and, given that answers were entered directly into the computer, the editing, coding and tabulation process was fast and efficient. Our clients were thrilled because results were immediate.

Possibly the most important benefit of this exciting research method was the high degree of control it afforded us in conducting the survey. Key customer segments could be monitored and filled as needed. The respondents benefited in real time as well, as they were given gift cards as compensation immediately upon completing their survey.

Our client is so pleased with the “portability” of this method that we are executing similar exit interview projects at new concept stores throughout the country.