The Low Pay Commission (an independent body that advises the UK Government about the National Living Wage and the National Minimum Wage) tasked FieldworkHub with finding garment factory workers based in Leicester who were paid the National Living Wage or below, for two online focus groups via Microsoft Teams. This is a challenging target audience for market research because they are under-represented in most online panels and the ones who are first-generation immigrants may have limited command of English.
This project called for an innovative approach to recruitment and study logistics. We managed to partner with a local community centre in Leicester which had good contacts with the target group respondents and was trusted as an organisation which respected their interests.
Although the client was moderating the groups remotely from London, we suggested that the participants should actually meet at the community centre where staff were on hand to explain what was going to happen and ensure there were no technical issues with joining online. We also suggested a number of other precautionary measures to ensure that these respondents would feel comfortable sharing their opinions in the focus group. The centre staff were able to set up a laptop for video streaming via Teams but FieldworkHub supplied an audio conferencing device to ensure that the audio quality was high enough for the client research team. We tested the audio with the team, and ensured the room set up meant all respondents could be seen clearly on camera for the focus group. The client was very pleased with the way that the groups worked out.
More on how FieldworkHub arranges high-quality online focus groups
We wanted to say a huge thanks for your help with our study! It was very smooth and easy to work with you and the respondents you recruited gave really amazing reflective responses that helped shape our insights and learnings on the project.
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.
