Italy is the fourth largest country in Western Europe by landmass and the third largest economy within the European Union. Italy also contains tw0 landlocked microstates: Vatican City, the world’s smallest country, and San Marino, the fifth smallest country. Italy has more UNESCO World Heritage Sites than any other country at 61, including locations such as the Amalfi Coast, Verona, Venice and places of historical importance such as the Necropolis of Pantalica. The main centres for face-to-face market research in Italy are Milan and Rome, followed by Naples.
Italian culture has significant influence over world cuisine, art, and music. The piano, violin and cello were invented in Italy, and many classical musical terms are derived from Italian.
The country’s small and medium-sized companies form the largest proportion of Italy’s industrial output. Italian industries are grouped into local quarters, such as the production of ceramic tiles in Sassuolo, manufacturing of textiles in Prato and of jewellery making in Arezzo. Italy is renowned for its high standard in design and manufacturing of luxury goods. Fashion brands with the ‘made in Italy’ label include Prada, Valentino, Gucci and Fendi, while luxury car makers Lamborghini, Maserati, Ferrari and Ducati are highly sought after.
Although 23% of the Italian economy is comprised of various industries, the country relies heavily on imports of raw materials such as automotive parts. Italy is a huge centre for tourists from around the globe, and a large proportion of the services industry caters to tourism, transport, information and communication services. Finance and insurance (the world’s first modern bank was established in Italy over 400 years ago) and real estate are also huge contributors.
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Focus groups allow participants to combine experiences and perspectives to explore ideas in depth. Commonly used during creative and conceptual development, they help you understand your customers’ needs, perceptions, and beliefs.
In-depth interviews (IDIs), where a moderator interviews a single respondent, can be conducted face-to-face, online, or over the phone. They are ideal for B2B research and for exploring delicate subjects with consumers and hard-to-reach groups.
Ethnographic research is a qualitative research method in which the researchers observe participants using a product or service, or carrying out other activities, in their own environment, typically at work or at home.
An online bulletin board (OBB) is an online forum for qualitative market research that enables participants to log into to carry out research tasks or reply to questions asked by a moderator at their own pace, typically over a period of a few days.
A market research online community (MROC) is similar to an online bulletin board (OBB). However, unlike an OBB, on online community may be used to serve multiple purposes, and the community may remain active for weeks, months or even years.
User experience (UX) testing is a qualitative research methodology which involves directly observing and interviewing a participant using a product or service. It is widely used for testing new versions of apps and websites before they are launched.
Customer experience (CX) testing evaluates how customers interact with a product, service, or digital platform. It helps identify usability issues and overall satisfaction to improve the customer journey and ensure a smooth and enjoyable experience.
A video survey is a type of unmoderated qualitative research in which survey takers respond to a series of instructions or questions by making short videos using their smartphone, either in ‘selfie’ mode or to record an activity.
Vox pop research involves making recordings of people, usually members of the public, responding to questions. These clips are often used in research to illustrate public opinion on widely known topics, brands, or products.
Online surveys are a cost-effective research method with great flexibility in design. Automated data handling allows the results to be available quickly and many online surveys can be completed on smartphones, helping to improve the response rate.
CATI (computer-assisted telephone interviewing) leverages technology to reach those who aren’t online. CATI interviews follow an electronic script with built in routing and type in the respondent’s answers to each question as the interview proceeds.
CAPI (computer-assisted personal interviewing) is a form of face-to-face interviewing where the interviewer reads the survey questions from a tablet device and inputs the respondent’s answers directly to the device.
Our client asked us to recruit young adults in the UK, France, Germany and Italy who regularly shop at a leading streetwear retailer to take part in an online focus group, follow up in-depth interviews and virtual shop alongs. We recruited against specific criteria including location, age, gender and attitudes towards fashion trends.
An Italian football club was planning to relocate its stadium. We were asked to set up two focus groups, one with regular fans and one with ‘elite’ fans in more influential jobs to find out what they thought about the move and their views on three outline designs for the new stadium from different architects.
We helped an international charity to conduct online focus groups in the UK, US, Italy, South Africa and Norway. The client wanted to test the messaging of their latest campaign materials and understand how the images they use affect people’s willingness to donate, and how donors view the people that the charity supports.
A well-known semiconductor manufacturer wanted to talk to business development managers and product developers working in the technology sector in the UK, Germany and Italy, as an input to its future product roadmap for smart devices. We recruited over 60 respondents and supported our client with moderation and translation services.
A global mining group wanted to understand more about consumers’ attitudes towards diamond jewellery containing lab-grown rather than natural diamonds. FieldworkHub was asked to recruit four consumers in each of Germany, France, Italy and the UK who buy luxury goods. Respondents took part in remote IDIs.
Our client was working with a manufacturer of specialist adhesion barriers used in surgery to help them develop a new concept. FieldworkHub recruited 60 surgeons in France, Germany, Italy and the UK. We recruited respondents across three specialities to participatge in a three-day online bulletin board.
