Active Intercept
Breathing new life into online surveys

Imagine being able to “tap the shoulder” of a respondent during an online survey to ask what she or he really meant by their first answer. Now you can with Active Intercept.

Enabled by advanced technology, Active Intercept is a program that allows moderators to “live probe” select respondents as they participate in online surveys. By facilitating real-time exchanges between researcher and respondent, this platform allows qualitative analysis to be injected into traditional quantitative surveys.

In fact, Active Intercept is one of the fastest and most cost-effective ways to capture qualitative and quantitative data simultaneously.

Meet “Brenda”

To ensure a friendly interruption during the survey process, we created Brenda. While she becomes the face of the interviewer that respondents engage with on-screen, Brenda is actually a trained team of Gongos Research moderators who simultaneously intercept and probe to efficiently collect insights.

Respondents find it easy and familiar to “talk” with Brenda through a simple instant-messaging format.

Benefits

• Richer quality of responses enhances data.
• Gets to depth of information without extensive field time.
• Flexible application, allowing probing to occur at multiple locations in survey.
• Promotes barrier-free interactions between client and customer.
• More engaging for respondents, which allows them to better express their views.
• Key issues are brought to forefront during the process.
• Cost-effective way to gather qualitative insights.
• Does not expand time or length of survey.
• Gets to the story behind the numbers.