Geo-Intercepts are mobile surveys that capture Point-of-Emotion® responses at a level of precision never before available—right down to the door front of a particular store.
Delivered on MFour’s Surveys On The Go® app, Geo-Intercepts feature our proprietary GPS technology: GeoFencing, GeoValidation®, GeoIntensity® and GeoNotification®. GeoFencing identifies a boundary around a venue and the app tracks when users enter or exit the area. GeoValidation® verifies the location from a satellite and GeoIntensity® focuses in on the targeted venue to within 10 meters. GeoNotification® push-notifies users through their smartphone that a survey is available.
Surveys are cached on a respondent’s phone, which allows for a fluid experience regardless of cell service. No other research firm offers this level of accuracy with advanced GPS technology coupled with surveys designed exclusively for mobile devices.
All MFour surveys can deploy our GPS technology, but Geo-Intercepts are specifically designed to maximize location-based feedback. Learn what is on consumers’ minds as they scan the shelves for your product. Discover what pushes their buttons for impulse buys. Survey your competitor’s store and find out, as shoppers stroll the aisles, what is appealing and what is not. With Geo-Intercepts, panel members can be surveyed as they drive into the parking lot, leave the store, purchase their movie ticket, or when they exit the theater.
For clients who demand detailed, Point-of-Emotion® responses delivered instantly from any venue, Geo-Intercepts are the unrivaled methodology of choice.
Identify non-buying shoppers at a nationwide retailer and interview them within moments of the shopping experience.
Use MFour’s GeoValidation® technology to locate qualified shoppers inside the client’s stores nationwide and interview them on their smartphones, with respondents drawn from a panel of more than a million active members.
Intercepts of non-buying, natural shoppers quantified millions in daily lost sales and gave pointed, directly actionable insights into why they had failed to buy.
Fielding Time: 25 days
Incidence Rate: 15%
A major national retailer wanted to quantify and understand the costly problem of sales opportunities lost when customers come intending to buy, but leave without making a purchase. The solution required crucial data on three fronts to generate the insights needed to begin addressing the problem. First, find and question non-buyers at the moment they’d left a store. Second, question them about what they’d come to buy and, third, obtain firmly reliable, in-the-moment responses as to why they had left without buying.
MFour used its smartphone-enabled GeoValidation® technology to find members of its panel as they shopped in the retailer’s stores in all 50 states. Just as they left a store, they received push notifications on their smartphones. The survey identified non-buyers and questioned them in-depth about the shopping experience. The study easily achieved its objective of 400 completes well within the project’s deadline. It elicited crucial, detailed data illuminating the key issues:
- What and how much did shoppers intend to buy when they walked into the store?
- What were their reasons for not purchasing as intended?
- How much was the retailer losing in sales it had been ideally positioned to convert but failed to realize?
The data allowed the client to make a firm estimate of how much it was losing each day because of these missed sales opportunities. The client also gained deep, clear insights into why shoppers were walking out without purchasing, even though they had entered stores expecting to buy.
Mapping the Dimensions of the problem:
- Nearly one out of six shoppers who entered the client’s stores intending to make a purchase left empty-handed.
- Estimated lost sales totaled nearly $10 million a day nationwide.
Reasons for not buying, in ranked order from most to least frequent:
- Unable to find the intended items.
- Store failed to carry the items.
- Items were sold out.
- The price was too high.
- Lack of customer service
- Forgot what they’d come to buy
The client learned how much it was losing each day because of shoppers not carrying through with their intended in-store purchases. Insights into these non-buyers’ reasons for leaving empty-handed gave the client a strong basis for planning systematic, store-level operational changes to recapture these lost sales.
Pleased with the tangible return on its research investment, the client enlisted MFour to continue the study by surveying non-purchasers on a quarterly basis. MFour is getting 1,000 completes each quarter at stores nationwide, generating insights that will enable ongoing operating improvements.
The client is receiving data segmented by region, age, income, gender and ethnicity, and is testing results from each of its stores. With MFour’s help, this retail chain will have an increasingly more detailed understanding of what shoppers mean when they say they can’t find what they were looking for, or did not get the service they expected. The client stands to benefit dramatically, gaining sales and avoiding a loss of goodwill among as substantial segment of its customer base. Improved operations and stocking procedures will mean more satisfied customers and dramatically fewer frustrated, alienated non-buyers.