We are very satisfied with the results. Thank you for your excellent management, you were a delight to work with.
Joanna
Team Lead
European Online Retailer
Germany
Case study
Online focus groups: APAC Premier League fans
The client brief
A long-term client of ours, a UK brand strategy agency, asked us to host a series of online focus groups with English Premier League fans living in various APAC markets. Each focus group was scheduled to last 90-minutes and include football fans representing a range of demographics (taking into account the fact that fan demographic tends to skew towards younger males). The client wanted to hold two focus groups in Singapore, one focus group in Malaysia and one focus group in Hong Kong.
All participants recruited for this qualitative research needed to be interested in the English Premier League, and at least occasionally watch Premier League football matches live or full match replays. It was important that none of the participants already paid for their own subscription to the official Premier League broadcasters (i.e. StarHub in Singapore, Astro in Malaysia, NowTV in Hong Kong).
Research Countries
Singapore
Malaysia
Hong Kong
Research Industry Focus
Number of Participants
32
Research Audience
Research Methodology
FieldworkHub delivers
We tailored the screener to suit our client’s target profiles, covering subtle differences between the common broadcasting platforms in Singapore, Malaysia and Hong Kong. We also managed to recruit fluent English speakers for all groups, despite some initial concerns which led to us agreeing to provide English-speakers on a best-efforts basis. Although recruiting a female participant for each group was challenging, we also managed to fulfil this requirement.
The FieldworkHub team scheduled and hosted each focus group via Zoom, and provided cleaned recordings and transcripts for every session ready for our client to analyse. Our client was very pleased with the final outcome, commenting on the overall really good turnout rate (we only experienced one no-show across all four groups) and high quality of insight shared by the participants that we recruited.
Read about related projects with fans who had attended ticketed live sporting events and fans of AC Milan who attend live matches.
We reached out to FieldworkHub after another firm told us they were not able to keep their commitment. Not only did Caroline respond to my email almost immediately, she picked up the phone and talked to me about my needs. Her team was super responsive and flexible, getting our work completed on time and budget. I highly recommend working with them and will absolutely be reaching out the next time I am conducting work in Europe.
Laura
Senior Director
Research Strategy
USA
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