B2B qualitative fieldwork

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UK brand positioning research amongst mobile SIM and top-up retailers

A management consultancy that was working for an investment fund wanted to talk to shopkeepers in London who sell SIMs and top-ups for a mobile virtual network operator that focuses on the international calling market. Originally the plan was to ask the retailers to complete an online survey but feasibility testing by FieldworkHub established that they were poorly represented in online panels so we switched to face-to-face interviews with owners and managers. We also arranged two focus groups so our client could obtain more in-depth qualitative views on the brand’s positioning relative to other mobile operators.

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Ethnographic research with US corn farmers

A company that supplies products and services to help farmers improve crop yields wanted to conduct depth interviews with corn farmers and agronomists in Illinois and Iowa. It was important for the farmers to represent a range of different sizes of farms, including some very large farms (5000 acres or more). We recruited over 40 farmers and advisers in two phases and assisted with planning the travel schedules for each group of interviewers.

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Face-to-face in-depth interviews with Turkish shippers and logistics companies

A major energy company wanted to find out if an innovative logistics proposition was likely to be successful in Turkey. We recruited 16 representatives in Istanbul and Ankara from companies that ship goods and transport firms that carry goods in Turkey for in-depth interviews and supplied local management services to ensure that the interviews could be completed in a three-day period immediately before a major national holiday.