Online, F2F focus groups: speed pedelec owners, EU

The client was a manufacturer of speed pedelecs (electric bicycles with extra powerful motors which allows them to reach higher top speeds). They wanted to hold focus groups in Belgium and Switzerland with people who had bought a speed pedelec in the last 3 years to understand more about how they use them and what features are important. They also wanted to get feedback on some concepts for new models that they were developing.

This was a challenging receuit because speed pedelecs are relatively new products and many electric bike owners are unsure if the model they own is a speed pedelec or a conventional (standard speed) model. After testing various methods of finding owners and sounding out their willingness to participate in face-to-face focus groups versus online groups, we eventually recruited 13 owners in Brussels and Antwerp and 17 owners in Zurich for a combination of face-to-face and online mini groups. We also managed viewing facility bookings in Brussels and Zurich and arranged moderation and simultaneus translation so the client could observe the groups. The client was pleased with the results and later commissioned two rounds of follow-on research with related audiences.