Focus groups with brand and ad agency executives in London, Frankfurt, Mumbai, São Paulo, Seoul, Singapore and Toronto

Female moderator writing on a flipchart during a focus group. Two male and one female respondents are also visible

A technology company that operates an online content and advertising platform was proposing to make some changes to the way it interacts with key accounts. FieldworkHub was asked to recruit one focus group of senior brand managers working for major online advertisers and one group of senior advertising agency executives working for brands that advertise online for a discussion about online advertising, their relationships with various online platforms and their reactions to some of the changes that the end client for this research was proposing. We recruited over 80 people in total for these focus groups in Canada, Germany, India and the UK (including screening calls with some potential participants identified by our client), liaised with the viewing facilities, and arranged moderators in Mumbai and Frankfurt. In a subsequent phase of the same research programme, we arranged focus groups with more junior brand managers and ad agency staff in the Brazil, Germany, India, Singapore and South Korea, recruiting almost 100 respondents across the five markets.

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