As online research continues to grow, central location testing is still a relevant and valuable means of data collection. In some cases, central location testing is the only practical way to implement a survey and the best way to ensure high quality results.

Central location testing offers the key advantage of face-to-face interviewing, which is ideal for conducting many kinds of product tests as well as qualitative research and pilot tests. Central location testing can achieve higher response rates and better results in cases where there is an extremely long or difficult survey. Central location testing is conducive to finding special target samples, such as ethnic groups, children, and teens. Mall intercepts offer stringent validation procedures, allow clients to directly observe interviewing, provide greater confidentiality than other research methods, and will not be impeded by pending legislation that will narrow the ability to recruit respondents in other survey methodologies.