Focus groups with brands and agencies and IDIs with C-level executives

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.

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.