Face-to-face focus groups: voters in Grimsby, UK

We were tasked with recruiting participants in Grimsby, North Lincolnshire, for two in-person focus groups to discuss their political views ahead of the 2025 local council elections for a segment on Channel 4 News about the rise of the Reform Party in the area. The client wanted to gather insights from two distinct voter groups: Group 1 comprised voters aged 55+, split by gender who voted in the 2024 UK General Election and are now likely to vote for the Reform Party, while Group 2 comprised people who voted Conservative in the 2019 UK General Election, but didn’t vote in 2024 and now consider themselves undecided, with a mix of age and gender. The focus groups sought to uncover shifting political attitudes and provide insight on why the Reform Party is becoming more popular.

FieldworkHub successfully recruited participants for the Grimsby-based focus groups in two weeks, ensuring a balanced mix of respondents across both groups, as requested. We provided clear communication and support throughout the recruitment process, ensuring all respondents were fully engaged and ready to share their political views and were willing for extracts from the groups to be shown on national TV. The segment was broadcast by Channel 4 on 19 March 2025 and can be viewed here.