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Central Location Interviews

Central location interview is based on personal interview of consumers in a central location, such as the mall, department store or specially arranged spaces for these kinds of interviews. Consumers are contacted by the phone and their arrival to the central location is arranged beforehand. During the interview the interviewee participates in the online or PAPI questionnaire and interviewer ensures that the process remains smooth. Since the interview/survey is done in person, the interviewer can test new products, have participants comment on marketing materials, packaging etc.

Advantages of central location interview:

  • Possibility of direct testing of products, marketing messaging, packaging, etc.
  • Particularly convenient for new product testing
  • Neutral location will isolate the effects of irrelevant factors on the research as well as the interviewee's answers
  • Personal contact allows interviewers to answer any questions participants may have Lower costs

CLT is assessed as the most suitable method for testing concepts, products, packaging, advertising effectiveness as well as conducting sensory research.

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