Case studies: Ethnographies

The FieldworkHub team arranged in-home ethnographies in Denmark, Canada, France and Germany with parents of children with allergies who have been prescribed AIT medication by a healthcare professional.

We recruited adult fans of a popular construction toy and parents who buy for their children for ethnographies and shop-alongs held in Berlin, Germany to explore purchasing behaviours in relation to licenced products.

We coordinated ethnographies with gym enthusiasts based in Los Angeles to engage in gym classes observed by our client, who were looking to explore the behaviours and wellness routines that gym-goers practise.

A major US apparel company wanted to gain insights into German teenagers’ brand perceptions and shopping behaviours. We recruited 16 respondents who actively follow the latest fashion trends and meticulously plan their wardrobes accordingly for in-person fous groups and ‘closet raids’.

We recruited adults and teenagers in the UK to provide feedback on VR headsets made by a leading brand and its competitors. We recruited 38 respondents to complete an online diary study then scheduled eight in-home ethnographies with respondents.

An Omani corporation wanted to carry out ethnographic research on energy topics with a diverse range of target groups, including petrol station customers, independent retailers, commercial fleet procurement and operations managers, and energy managers for large buildings. We recruited almost 50 respondents and provided on-the-ground support.

We completed a full-service project for a Japanese manufacturer to understand more about the need for domestic air conditioning in and around London. We found participants for in-home immersion interviews to help the client explore the structural capacity of UK homes, price expectations and installation challenges.

Our client wanted to gain insights from parents of children aged 0 to 5 years, who were social media users and had to be members of parenting and/or health groups. We were asked to recruit respondents for a mix of in-home and in-facility sessions, each lasting 90 minutes, over two days in São Paulo, Brazil.

A Middle Eastern corporation wanted to carry out ethnographic research in the UAE on topics relating to personal mobility. Our work involved finding respondents with very particular B2C and B2B profiles. We recruited around 100 respondents which included Emiratis, Expats and high earners.

A leading management consultancy wanted to talk to French adults about use of financial products and services and their interest in a new digital concept they were developing. We were asked to recruit a mix of young professionals and parents in non-nuclear families for in-home interviews.

A US-based company that provides human factors engineering services and usability testing to medical device manufacturers, wanted to conduct research involving participants testing a new type of medical packaging in their homes. We recruited participants with differing backgrounds and scheduled the interviews.

A company that supplies products and services to help farmers improve crop yields wanted to conduct depth interviews with corn farmers and agronomists in Illinois and Iowa. We recruited over 40 farmers and advisers in two phases and assisted with planning the travel schedules for each group of interviewers.