Intercept Microsurveys: Reach the right respondents at the right time!

At DMR we have a strong view about the fact that true customer insights can only be the result of combining multiple data sources. Synthesising actionable insights is not a simple task but our experience allows us to connect the dots using data from various source types, and ‘read between the lines’. With some intuition added to the mix there is a high probability that a nugget of knowledge can be found. We integrate qualitative and quantitative research - that is the asking questions part - behavioral tracking such as actual purchases or website visits, and of course our bread and butter: social listening.

Surveys + Social + Sales

3 main data sources for insight generation

  1. Listening (Social Media Monitoring)

  2. Asking Questions (Private Online Communities or Intercept Microsurveys)

  3. Tracking Behaviour (Purchase behaviour, Viewership, Ethnography)

Download a short deck on Intercept Microsurveys


Intercept Microsurveys, in addition to being very short, are prompted by a particular action of a visitor to a website in real-time. Insight generation which relies on consumer memory is often not accurate, so the best way to ensure you are receiving accurate information and feedback from your customers, is to know when to ask. It is also important that you keep your surveys 'micro' - or in simple terms as short as possible, to avoid boring the visitor and keep them engaged until the end of the survey. Intercept Microsurveys make it possible to reach the right respondent at the right time and maximise completion rates!

What are intercepts?

An intercept is a prompt that is presented to some (or all) visitors of a website, triggered by specific actions of the visitor, usually to ask for information or invite the visitor to participate in something - in this case a brief online survey.


How can intercepts be triggered?

Intercepts can be triggered in numerous ways, some more advanced than others. Intercept triggers include actions performed by the visitor - such as accessing a particular page or clicking on a particular button or section, visitor behaviour - e.g. on the nth visit to the same page, and cookie or custom user data - e.g. the number of items added to the customer's basket.


What do intercepts look like?

Intercepts can appear in front of the visitor in various ways, for example, in the form of a banner across either the top or the bottom of the page, or as a pop-up. The initial message prompts the visitor to participate in the short survey, and only if the visitor agrees the survey will appear, usually as a smaller window on top of the current page, or in a new window.


How many questions should I be asking?

As you are interrupting the shopping or browsing experience, it is best to keep your Intercept Microsurveys very short, ideally between 1-3 questions. If that is no possible, DMR recommends asking no more than 5 questions at a time. (Think of it this way, keeping your surveys short and to the point would make it easier for your customers to agree to them again in the future.)



Download a short deck on Intercept Microsurveys

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