The aim of our client’s study was to gain insights into consumer attitudes towards premium tequila brands. We were asked to recruit participants aged between 25 and 45 who live in California, Texas or New York state and had recently purchased a tequila brand from a list of super- and ultra-premium brands provided by the client. We were asked to include a mix of male and female participants, and incorporated ethnicity quotas to bring balance to the research. The goal was to deliver in-depth insights on consumption frequency, brand preferences, and purchasing habits across different demographics in the USA.
The FieldworkHub team successfully executed the brief provided by our client. We recruited 32 US-based participants who had purchased a super-premium or ultra-premium tequila product within the last 3 months for 30-minute online depth interviews conducted by our client. We satisfied all of the quotas requested in the sample and made the arrangements for each interview to be conducted via Zoom. All 32 interviews were completed by the client and, as a result, the client was able to obtain high-quality qualitative insights for their report covering which tequila brands were preferred, what factors influenced buying decisions, and how consumption habits varied across demographics.
FieldworkHub did a great job with this recruitment. We always do research with very specific groups of medical specialists, so it’s not easy to find suitable respondents. FieldworkHub provided high quality services, which made it possible for us to gather important insights from four completely different markets.
Overall, we had such a great time with them. All of them showed up early and were very open and interested. They stayed with us for the full 4 hours, covering competitor sites, in-store walk throughs and gave a lot of feedback on product. They were able to articulate the ‘why’ behind most of their feedback which is so helpful when we can’t get this in the office!
