GeoScope South Africa recently conducted a comprehensive training program for fieldworkers tasked with intercept interviews at 20 McDonald’s restaurants in Pretoria and Durban. The aim was to define trade areas and gather customer insights to support McDonald’s expansion strategy. The training, held at Lynnwood Conference Centre, covered everything from survey objectives to mastering the use of McDonald’s proprietary data collection software.
Fieldworkers were trained on both technical and practical aspects of the survey, including setting up tablets with McDonald’s software, role-playing exercises, and an in-depth review of interview protocols. Emphasis was placed on ensuring quality assurance throughout the data collection process, with specific guidelines provided for conducting interviews at Drive-Thrus and in-store. A key highlight was the use of survey maps to capture essential data about customer journeys and behaviors.
The training culminated in a pilot survey, allowing fieldworkers to test their skills in a real-world environment. Adjustments were made based on the pilot results to ensure smooth fieldwork operations. This thorough preparation ensures that GeoScope’s field teams are well-equipped to deliver valuable insights, contributing to McDonald’s strategic decision-making process for future restaurant locations.
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