A global American apparel brand partnered with FieldworkHub to explore the brand perceptions and shopping behaviors of European teenagers. They asked us to recruit 16 respondents who actively follow the latest fashion trends and meticulously plan their wardrobes accordingly. This research involved lunchtime focus groups held in local restaurants and ‘closet raids’ where researchers visit participants’ homes to gain insights from their personal wardrobes. These methods illuminated the motivations and decision-making processes of young consumers when selecting clothing, both in physical stores and online, providing actionable insights for the client to develop finely-tuned marketing strategies.
Our team successfully recruited eight respondents under the age of 18 in Hamburg and eight more in Berlin for the lunchtime groups and made the arrangements for three closet raids in each city. To help the client decide which participants would take part in the closet raids, we obtained photos of the contents of their wardrobes. Our team skillfully navigated the complexities of managing two groups of teenagers in restaurants and arranging visits to their homes while being mindful of their safety and the need to document their consent. Despite the logistical challenges and time difference with the client’s HQ location, we achieved all project goals within the set timeframe.
FieldworkHub is a smart, collaborative, patient research partner. They place far greater emphasis on quality and expertise in their deliverables than charging for every nickel and dime. They react well to unanticipated needs and are proven problem solvers in the complex world of quant and qual research. Their scope and capabilities are extensive and outshine other players in the category.
I was pleased to work with FieldworkHub to engage with small businesses. The team were friendly and engaging and they added value by make practical suggestions on how we could best capture the information we required in the fairest and most objective way possible. The team had to work to very tight timescales and they delivered. Their work contributed to the decisions and actions taken by us subsequently.
