If you’re in the market for a new product, it’s important to understand how well your customers understand your concept. This is where in-store surveys come in.

An in-store survey is a method of collecting information about customers’ perceptions of products or services within a retail environment. They are used by businesses to gain insight into the needs and expectations of their target market.

We will explore In-Store surveys and their benefits in this article. Read on!


What Are In-Store Intercept Surveys

An in-store survey is an interview conducted in a retail store. In-store surveys are a great way to get feedback from your customers. 

They’re also a great way to learn about how they react to your products and services, as well as how they feel about your brand. In-store surveys are typically conducted in the store by a trained employee who is there to answer questions and help customers with their needs. 

The surveyor will ask customers questions about their experience at your store and what they thought of your products or services. In-store surveys can be used for anything from gathering data on brand perception, customer service satisfaction, or product performance.  

In-store surveys are also a highly effective tool for marketing research because they allow you to directly interview your customers in their natural habitat which is the store. This means that you’ll get information not just about what they think of your products but also how they use them, what they’re looking for in products like yours, and what they would like to see more of from companies like yours. 

You can use in-store surveys as part of a marketing mix that includes ads, email campaigns, social media posts, and even door-to-door visits by sales representatives.


Who Should Conduct In-Store Surveys?

In-store surveys are best conducted by experts who understand your target audience or those who have firsthand experience with the product or service being evaluated. For example: if you’re running an online store selling food products, it would be helpful to have someone who knows about good nutrition and healthy eating habits as part of your team conducting in-store surveys. 

If you’re offering financial services and trying to figure out how much interest there is among people who don’t have access to traditional banking options, it might be best to enlist someone with experience working with underserved populations (low-income individuals) or those who are underrepresented in mainstream financial institutions (women).


Tips for Managing an In-Store Survey Interview Team

When you’re conducting in-store surveys, make sure that each member of your interview team has their own role. You’ll also want to make sure that the people doing the interviews are properly trained on how to do so and that they understand how the information they gather will be handled.

For example, one person could be responsible for collecting data from customers, while another person would work closely with them to help them fill out the questionnaire. 

You should also assign each interviewer a specific area of the store where they should conduct their interviews. This will ensure that there aren’t any barriers between them and their subjects, which can lead to bias or inaccurate information being collected during the process.

If possible, try not to let interviewers interview more than one to four people per day at once. It will give people more time than needed to think about their answers before giving them and improve the quality of your data.


What are Examples In-Store Survey Questions?

In-store surveys can be used to gain direct customer feedback about the brand experience. This information can help make improvements and adjust product orientations for better sales in the future. 

For example, a retailer might want to know what shopping cart users like about their experience with the store or what improvements are needed. The questions are tailored based on your unique situation and the information you need from your customers. Such as:

  • Why did you choose to come to this store?
  • What can we do to improve this store and make it more appealing?
  • How easy is it for you to locate your products?
  • Which of our products do you like best?
  • What are some examples of how you use our product line?
  • Are you satisfied with our customer support service?
  • What would you like to see change at this store?
  • Will you be recommending our store to someone else?


Advantages of In-store surveys

The benefits of conducting in-store surveys include:

  • Improved Customer Loyalty: Conducting in-store surveys helps you identify what customers like and don’t like about your products, services, and shopping experience. This information can help you improve service and product offerings so that you’re providing customers with what they want rather than what you think they want (and thus aren’t likely to buy).
  • Increased Sales: Conducting in-store surveys also increases sales by giving you insights on how to improve the shopping experience for your customers. For example: When a customer tries on a new pair of shoes at a store, she’ll tell you if the shoes fit well or not; if they do, she may be more likely to buy them. If the shoes don’t fit well or if there’s something wrong with them, she won’t purchase them. So when people buy things from stores using in-store surveys, they’re more likely to purchase more things because they’re happier with their purchases.
  • Improve Your Competitiveness: In-store surveys provide data on consumer preferences and behaviors, allowing companies to make informed decisions about what products they should develop and market, which ones they should discontinue, and how they can improve their existing offerings based on this information. This helps you stay competitive by ensuring that you are offering products that consumers want, rather than simply following trends blindly. And this will set you ahead of your competitors.

Limitations of In-store surveys

  • The most common limitation is that they can only be done at one store at a time. When you’re doing your in-store surveys, you’ll have to check with each store employee about the availability of their time and space for your survey. If all of your stores are open on the same day or night, the survey may not work out at all because there will be too many customers trying to get through those limited hours.  
  • Second, in-store surveys can be difficult to manage if you want an accurate picture of what’s happening inside each store. If people don’t feel comfortable opening up about their experiences with a stranger who just walked into their store without warning them first (or even knowing who he was), it’s likely that he won’t get much useful information from them anyway! You’ll have to find ways around this problem by having a clear message about why you’re asking these questions and what kind of information is required. 


How to Conduct In-store Surveys with Formplus

In-store surveys can help you gather important information about your customers, and the Formplus survey maker makes it easy to conduct these types of surveys.

To start with, you’ll need to sign in or sign up on the Formplus website. It is free with over 1000 form templates

Once you’ve signed in, select your form template and you’ll then be able to create your own surveys in just a few minutes. When you’ve created your survey, you’ll then want to share it with your store employees and integrate it into your system such that your customers can receive it and they can complete it on their phone devices. 

You can also share it with the surveyors so that they can communicate with the customers who are visiting the store at any time during business hours.



In-store surveys are a great way to get feedback from customers and employees alike. They’re also a great way to get a sense of a company’s culture, so you should make sure it’s aligned with what your business needs.

Lastly, be sure to include instructions for completing the survey at the end of it. This will help ensure that everyone who completes it knows how to do so.


  • Emmanuel
  • on 6 min read


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