An intercept interview is a qualitative research method in which researchers engage participants at a relevant point of experience, such as immediately after a purchase, during product use, or at a physical or digital touchpoint. The goal is to capture unfiltered, in-the-moment reactions that reflect genuine behavior rather than reconstructed memory. Within qualitative research, intercept interviews are valued for their contextual richness and low recall bias, making them particularly effective for shopper research, customer experience studies, and concept validation. Because sessions are brief and situational, they complement deeper interview formats by grounding findings in real behavioral moments rather than hypothetical responses.