Sample Intercept Interview Script

SAMPLE: INTERCEPT INTERVIEW SCRIPT

OMB No. 0925-0530

Exp. Date XX/XX/XX

Good [morning/afternoon/evening].

My name is _______________, and I work for ___________________, a marketing research firm located here in Bethesda. We are conducting a study of different ideas for a brochure. I would like to show you a couple and get your reaction to them. The interview will take approximately 15 minutes, and you will receive $5.00 for your time. Would you be willing to spend a few minutes answering some questions?

Note to interviewer: Repeat questions 1 to 4 for both brochures. Ask questions 5 to 7 after questions 1 to 4 have been answered for both brochures.

If yes: Great. Now please take a few moments to read this brochure.

1. Which of the following would describe your general reaction to this brochure?

A B

  a. Do you really like it?

  b. Do you think it is just okay?

  c. Do you not like it very much?

  d. Do you not like it at all?

  e. Don’t know/refused

2. What is the main message of this brochure?

A:______________________________________________________________________

B:______________________________________________________________________

3. Does this brochure motivate you to do anything? If so, what does it motivate you to do?

A:______________________________________________________________________

B:______________________________________________________________________

4. Was there anything in the brochure that you found confusing or hard to understand?

A:______________________________________________________________________

B:______________________________________________________________________

Note to interviewer: Ask the following questions after showing both brochures.

5. Which brochure do you like best?

• Brochure A

• Brochure B

Why? _____________________________________________________________

_________________________________________________________________

The following question is optional but will help to provide background for this study.

6. Do you take vitamins, herbal supplements, or other dietary supplements?

• Yes

• No

• Refused/don’t know

Thank you very much for your time. Your feedback has been most helpful.

Public reporting burden for this collection of information is estimated to average 15 minutes per response, including the time for reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and completing and reviewing the collection of information. An agency may not conduct or sponsor, and a person is not required to respond to, a collection of information unless it displays a currently valid OMB control number. Send comments regarding this burden estimate or any other aspect of this collection of information, including suggestions for reducing this burden, to: NIH, Project Clearance Branch, 6705 Rockledge Drive, MSC 7974, Bethesda, MD 20892-7974, ATTN: PRA (0925-0468). Do not return the completed form to this address.