Understanding how people truly interact with products requires more than recall and ratings. It demands tools that can capture behaviour as it unfolds in real life; revealing the small, unfiltered moments that often shape how people feel about a product or experience.
That’s where Intercept comes in.
Intercept is an AI-supported, in-the-moment insight method that allows consumers to share meaningful experiences the moment they occur. As it happens. No prompting. No assumptions about which moments matter. Through videos, voice notes, images or text, people surface the tiny, often overlooked details that influence the decisions they make and the impressions they form.
Intercept sits alongside Clickscape®, our behavioural tracking tool, and AlertYa™, our intelligent notification system that prompts people at the most relevant moments to take part in research. Together, these tools form a powerful suite for capturing frequency, context and timing across the real usage journey: our Clickscape.tech business.
If you’re interested in understanding consumers in a more authentic, dynamic and human way, keep reading…
Why Intercept is different
Rather than working within researcher-defined stages, Intercept allows people to tell us what matters to them. It captures natural behaviour and real-world context by focusing not only on what people say, but when and how often they choose to say it. We’re learning that upload frequency itself can be meaningful, often acting as a proxy for engagement, impact and mental availability.
This creates a more dynamic picture of usage: shifting away from static scores and towards a lived timeline of micro-moments across the day.
AI underpins the method. From auto-tagging media to clustering themes and probing open ends, AI turns large volumes of unstructured, real-life data into meaningful insight at speed. This makes Intercept scalable, efficient and capable of capturing nuance that traditional methods miss.
What we’re learning so far
Early pilots reveal meaningful differences between in-the-moment responses and more traditional approaches.
Consumers shared:
These moments provide depth that typically does not surface in structured research. We also found that some media types create richer insight than others. Video and voice notes, for example, often reveal both action and emotion in ways text alone cannot.
Where Intercept is heading
A complement or alternative to traditional testing
In certain contexts, particularly early-stage innovation or journey mapping, Intercept stands alone as an approach, but it can also sit alongside HUTs or product tests to add depth and detail.
Adding lightweight quant for a hybrid approach
Short survey modules can be added to the app, creating a blended qual-quant design with consumer-led moments at the centre. This offers a more cost-effective, mixed-method solution without sacrificing the natural immediacy of Intercept.
AI-assisted moderation and analysis
AI already plays a central role in Intercept’s analysis – from auto-tagging media to thematic clustering and probing open ends – allowing us to process unstructured, consumer-led data at a speed and scale that traditional qual could never deliver. Adding options for AI moderated probing and/or interviewing is a natural progression for the app.
Mapping full journeys
Intercept integrates naturally with existing behavioural tracking tools that capture frequency of interaction. Together, they reveal not just when people engage, but why those moments matter.
A new way of understanding lived experience
Intercept is helping us move beyond mapping what people should notice, towards understanding what they genuinely do notice in their everyday lives. It captures micro-moments that accumulate into meaningful insight, revealing not only product performance but how products fit into people’s routines, emotions and environments.
As we build AI, quant and journey tools around it, Intercept is rapidly becoming a cornerstone of our tech-enabled qual offer – giving clients a more authentic, more human and more immediate understanding of consumer experience.
As part of our suite of in the moment tools, Intercept is helping us move beyond structured stages towards a more human, more immediate and more authentic understanding of everyday experience. It offers clients real-time insight into what truly matters, captured as it happens.
Want to learn more?
If you’re exploring new ways to understand people in the moments that matter most, we’d love to continue the conversation. Reach out to Karen Schofield, Head of Qual, to discuss how Intercept or any of our inthemoment tools could support your next project. Contact: [email protected]
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