Mall intercept interviews are ways to engage consumers in a random fashion. This approach can provide a quantitative, statistically representative sample under certain circumstances.

Given the "assumption of randomness," meaning that each person from the survey population has an equally likely chance of being selected for participation, mall research is an acceptable alternative to other methods.

Advantages of mall intercept interviews:

• Respondents can be shown packaging, advertising or other visual stimuli
• Questions can include both aided and unaided awareness questions
• There are typically fewer problems with unanswered questions
• Complex question skip patterns can be effectively executed
• Can use advanced techniques such as conjoint analysis when aided by computer
• Individual interviews can be observed (and even videotaped)

• Mall interviewers must be trained on how to execute your questionnaire properly
• Does not provide an appropriate environment to simulate in-home use