The United States of America is the world’s largest economy by nominal GDP and is the third most populous nation on earth. The country is comprised of 50 states, one of which is the island of Hawaii. The mainland United States is over twice the size of the European Union.
The USA is a cultural melting pot, with people from virtually every country calling the country home. Throughout the country’s history, the USA has been a nation of immigrants. European settlers first came to the ‘New World’ in the early 17th century, establishing colonies that displaced the Native American population. The USA secured independence from British rule in 1776, and proceeded to become the pre-eminent global superpower.
The USA’s economic standing is powered by the services industries. Key sectors include real estate, finance and insurance (JPMorgan Chase & Co, Bank of America Corp, Wells Fargo & Co, Citigroup Inc, and The Goldman Sachs Group Inc are the main players), healthcare (in 2024 healthcare spending in the USA was estimated at $4.3 trillion) and retail (including Walmart, Costco and Target). Technology services are an increasingly important industry (18% of total GDP), and the USA has been a leading exporter of technology since the late 19th century. The largest American technology services include Microsoft, Alphabet (Google’s parent company), Apple, Amazon, NVIDIA and Meta. Amongst the world’s top 10 companies by annual revenue, 60% are American.
As well as assisting US corporations to carry out research in Europe, the Middle East and Asia, FieldworkHub also carries out research in the USA with capabilities in all major metro areas including New York, Chicago, Los Angeles, Dallas and Washington DC.
Eastern Standard Time UTC -5
Central Standard Time UTC -6
Mountain Standard Time UTC -7
Pacific Standard Time UTC -8
Hawaii Standard Time UTC -10
These time differences may increase from March to November when the country operates Daylight Saving Time
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 was assisting the manufacturer of topical skincare products designed to relieve the symptoms of psoriasis and eczema. The client wanted each participant to submit photos during the recruitment stage, then be seen by a dermatologist at a central location in Manhattan, then return for progress check-ups.
We contacted a list of respondents to participate in online focus groups to test the concept for a new app, designed to improve the experience and organisation of ticketed live sporting events. The focus groups took place in the USA, the UK, Germany and France. A total of 70 respondents took part.
We carried out online IDIs with healthcare professionals and patients in Germany and the USA to explore the way self-injectable anti-obesity medication is packaged and how medication delivery can be made more user-friendly for both target groups.
A leading management consultancy asked us to recruit senior hair stylists in the UK, Germany and the USA. The aim was to speak to those who decided on hair care products purchased and used in their salon. FieldworkHub screened in and booked 16 respondents to take part in a 30-minute phone interview.
We arranged online IDIs with tequila drinkers aged 25-45 in California, Texas and New York state, focusing on consumers of super- and ultra-premium brands so our client could gather fresh insights on brand preferences, consumption habits, and purchasing habits in this segment of the US market.
Our client wanted to gain insights from healthcare practitioners and older consumers about a new wearable device for vital sign measurement which is intended for home use. We were asked to recruit respondents in New York City for face-to-face sessions to conduct usability testing.
