Recent market research projects

FieldworkHub has worked on a wide variety of qualitative and quantitative market research projects for some of the world’s leading consumer brands and B2B companies. We regularly arrange focus groups in London, Manchester, Birmingham, Berlin, Frankfurt, Munich, Paris, Lyon, Barcelona, Madrid, Milan, Brussels and other cities in the UK, Europe and the Middle East. Below we present a selection of the consumer, B2B, technology and healthcare fieldwork that we have recently completed.

Consumer qualitative and quantitative fieldwork

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Online interviews about consumption of premium alcohol brands in South Africa

Our client wanted to conduct 30-minute online interviews via Skype with South African consumers who regularly purchased clear spirits (gin/vodka etc) in bars or restaurants to understand their brand preferences and views about standard and premium brands and test out some marketing concepts that they were developing. In less than three weeks, we recruited and screened over 20 respondents and arranged for our client to speak to all of them.

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In-depth telephone interviews about healthier lifestyles

An agency specialising in UK social research and marketing wanted to carry out telephone interviews with a selection of respondents who lived in particular postcodes and were overweight and/or regular smokers as part of a programme it was running with the local council to try to promote healthier lifestyles. We were able to fulfil their quotas in less than a week, enabling the agency to provide results rapidly to the end client.

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Teenage telephone interviews regarding social media

A large social media company had carried out an online survey amongst users of its platform and wanted to conduct telephone interviews with a sample of teenage users who met the target profile. We were provided with a list of qualified respondents and asked to contact them, convince them to take part, and arrange the payment of incentives. To encourage participation we paid part of the incentive when each interview was scheduled and the remainder once the interview had been successfully completed.

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Ethnographic research on personal mobility in Dubai

A Middle Eastern corporation wanted to carry out ethnographic research on topics relating to personal mobility, lifestyle and convenience, and energy distribution in Dubai. Our work involved finding respondents with very particular B2C and B2B profiles including several ‘hard-to-reach’ groups, such as owners of electric vehicles. The sample needed to include Emiratis as well as ex-pats and high earners as well as those with more modest levels of income. We recruited around 100 respondents in total for two phases of research, and provided on-the-ground support including transport and interpreters.

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Quantitative in-facility research amongst UK beer drinkers

A major beer brand wanted to obtain quantitative feedback on a prototype design for a new draught beer dispenser for use in UK pubs and bars, including A/B testing to find out if the prototype design made beer drinkers more likely to select the client’s brand in preference to competitor brands. We helped the client set up a mock bar in a Central London research facility and recruited 300 respondents to visit the facility over the course of two days and complete the client’s online survey in situ. We also arranged a focus group of bartenders at the facility so the client could obtain their qualitative feedback on the design.

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Focus groups in UK, Germany, France and Belgium on public policy topics

A leading US-based qualitative research agency wanted to organise a series of large focus groups in Europe over the course of five weeks for two divisions of a large global corporation and asked FieldworkHub to provide end-to-end project management of the fieldwork process. Using our expert knowledge, we found and booked suitable facilities in all four countries and recruited around 400 respondents to take part. We also provided moderators and interpreters, arranged for stimulus materials to be translated where necessary and for English transcripts to be provided after the sessions.

B2B qualitative fieldwork

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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.

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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 interview 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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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.

Technology qualitative fieldwork

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Online bulletin board with owners of smart home devices

A leading manufacturer of connected home devices wanted to find out more about the way that consumers use smart devices in conjunction with each other (e.g. using a smart speaker to control a home heating system, using a smartphone to monitor home security while out and about). They wanted to interview customers of their own products and competing brands. We used a free find approach to recruit over 250 promising candidates in Germany and the UK, screened them using an online questionnaire to pick a sample of 40. We then guided the final 40 through the research programme which was based on a smartphone activity and diary app.

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IDIs with e-commerce managers at large online fashion and home furnishing retailers

A developer of merchandising software for online retailers wanted to conduct interviews with decision makers working for UK companies with a large online operation in the fashion or home furnishing categories, to understand what merchandising solutions they are currently using, what features they currently find (or would find) most valuable, and how the buying process works. The ultimate aim of the research was to help the end client understand this market better and refine its product to suit the requirements more closely. We recruited 8 respondents in this highly specialised niche for a mix of face-to-face and video depth interviews.

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Technology market research on mobile operator-supplied smartphone content

A North American cellular operator developed a special “infotainment” page for its smartphone users and wanted to gather customer feedback via an online platform. At the time of testing the page was only available on selected smartphone models. FieldworkHub was asked to find customers who were on the right network with the right model of phone including some who were regular visitors to the page and some who did not use it. We recruited over 30 participants, and validated their smartphone model and ability to access the page so that our client cold be confident of gaining the relevant insights from them.

Healthcare qualitative fieldwork

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Interviews with haemophiliacs and healthcare professionals in the UK, France and Germany

A leading global strategy consultancy wanted to carry out in-depth interviews with haemophilia patients and healthcare professionals specialising in haemophilia in the UK, France and Germany as part of a project to develop new ways of managing the condition. Over several phases of work, we recruited more than 20 healthcare professionals (including haematologists, haematology nruses, and physiotherapists and psychologists with haemophilia experience) and over 50 patients with this rare condition.

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Online focus groups with dieticians and payers/ commissioners in the UK

Our client was working with a manufacturer of specialist nutrition products to help them develop marketing messages for dieticians and payers/commissioners working in oncology, which had not previously been regarded as a primary target segment. We arranged a two-hour online focus group with eight oncology dieticians and a second group with eight payers/commissioners working in the National Health Service.

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TDIs with psychiatrists, GPs and patients about depression

A leading global strategy consultancy asked FieldworkHub to recruit five psychiatrists, ten GPs who treat patients with major depressive disorder, and five patients on prescription medication for depression in the UK for 60 minute teledepth interviews (TDIs) with internet access. We recruited the full complement of respondents in a two-week period.

 

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