Ethnography: Intercept Interviewing
In-context Intercept interviews with consumers enable the researcher to validate any observations and augment the research with nuanced richness that can only come from a face-to-face conversation. Intercept interviews typically involve free-form discussions that cover a range of topics depending on individual responses and receptivity. The informal nature of intercept interviewing allows for the exploration of topics that meet the study objectives but that may not have been anticipated in the original interview protocol.
For more information on W5’s other ethnographic approaches, please see Observation and Online Ethnography.
