Focus groups: fashion-conscious teenagers, Germany

A global American apparel brand partnered with FieldworkHub to explore the brand perceptions and shopping behaviors of European teenagers. They asked us to recruit 16 respondents who actively follow the latest fashion trends and meticulously plan their wardrobes accordingly. This research involved lunchtime focus groups held in local restaurants and ‘closet raids’ where researchers visit participants’ homes to gain insights from their personal wardrobes. These methods illuminated the motivations and decision-making processes of young consumers when selecting clothing, both in physical stores and online, providing actionable insights for the client to develop finely-tuned marketing strategies.

Our team successfully recruited eight respondents under the age of 18 in Hamburg and eight more in Berlin for the lunchtime groups and  made the arrangements for three closet raids in each city. To help the client decide which participants would take part in the closet raids, we obtained photos of the contents of their wardrobes. Our team skillfully navigated the complexities of managing two groups of teenagers in restaurants and arranging visits to their homes while being mindful of their safety and the need to document their consent. Despite the logistical challenges and time difference with the client’s HQ location, we achieved all project goals within the set timeframe.