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Focus groups: creative ad agency executives

Group of ad agency staff taking part in a creative discussion in a meeting room

The client brief

A global technology firm wanted to learn about how people working for well-known brands, people in ad agencies and people working for publishing companies felt about privacy, and wanted to conducted a series of online focus groups in the UK and Germany and some additional in-depth interviews with C-suite executives working in these industries. FieldworkHub was asked to help recruit suitable profiles. The challenge, particularly with the C-suite executives, was to engage with profiles who were sufficiently senior in their organisation. Our internal recruitment team utilised their existing connections in these communities as well as an effective social media outreach strategy to engage with relevant individuals. We kept the client updated with recruitment in real time with our live profile grid, which meant the client could easily view the status of recruitment.

Number of profiles - 62
Research Countries - 
Research Audience - 
Research Industry Focus - 

Research methodology

These are the methodologies FieldworkHub used during this research process to help our client achieve their desired results.

FieldworkHub delivers

In each market, Fieldworkhub recruited participants for two focus groups with brand managers, two focus groups with ad agencies, and one group of publishers, as well as six C-suite profiles for in-depth interviews. The client wanted to conduct three in-depth interviews before the five focus groups and three afterwards, and we ensured that this requirement was met. Focus group participants were required to complete a 30-minute pre-task right before the 90-minute session, and our dedicated team joined each session to ensure that all the participants had joined the group far enough ahead of the start time to finish the pre-task. FieldworkHub also sourced an experienced moderator and simultaneous interpreter for the German focus groups and interviews, and ensured that the deliverables were of excellent quality and delivered within the client's deadlines. The client was very pleased with the dedication of the team to the project, and the high quality of service overall.

More on how FieldworkHub maximises success in B2B outreach

It was an absolute pleasure working with FieldworkHub. They were extremely smart and professional, sharing great market specific insights to help us drive out project strategy from the start and made the entire process easy and reassuring. The recruits were spot on for our audience and the facilities they partnered with were great. We look forward to working with FieldworkHub again in the future.

Tyler McDonald

Senior ManagerGolin


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FieldworkHub is an agile, knowledgeable market research fieldwork agency providing high-quality focus group recruitment as part of our full range of qualitative and quantitative fieldwork services.
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