Hall Tests are completed throughout Europe and Mall Tests in the USA. Hall/Mall Tests provide an ideal methodology to enable a relatively large number of respondents to see and use the products under investigation. The resulting feedback is then based on experience with products rather than mere perceptions.
The Hall Test approach enables :-
- a relatively large number of respondents to be screened and contacted in a cost effective manner
- tight control of interviewing to be maintained
- the campaign to be completed within a reasonable time scale
Although the approach is quantitative in nature, the face-to-face interviews enable a depth of understanding to be gained by giving respondents the opportunity for greater two way discussion and use of open ended questions. In addition to the normal data collection, observation techniques are used to judge consumer choice and opinions.
Respondents are recruited from the high streets adjacent to the venues and nominal incentives are provided in order to ensure co-operation.