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IDIs: teens on basketball culture in Europe

Male school basketball teams playing in school gym

The client brief

We helped a regular FieldworkHub client to help them conduct qualitative research about the needs, motivations, behaviours and brand perceptions held by young people who are currently playing, watching or otherwise engaging with basketball. We recruited a variety of profiles for 90-minute online interviews, ranging from those who regularly participate in basketball at either casual or competitive levels, to those who are inspired by basketball culture in terms of style and personal expression.

Number of profiles - 28
Research Countries - 
Research Audience - 
Research Industry Focus - 

Research methodology

These are the methodologies FieldworkHub used during this research process to help our client achieve their desired results.

FieldworkHub delivers

The purpose of this study was to help shape the future priorities of a popular global sports brand. FieldworkHub successfully recruited 28 basketball fans, players, and apparel wearers across four markets – the UK, Germany, Italy, and Spain – helping our client to collect rich insights into basketball culture in Europe with the help of our team of translators.

5 key considerations that FieldworkHub takes for successful market research

I was pleased to work with FieldworkHub to engage with small businesses. The team were friendly and engaging and they added value by make practical suggestions on how we could best capture the information we required in the fairest and most objective way possible. The team had to work to very tight timescales and they delivered. Their work contributed to the decisions and actions taken by us subsequently.


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FieldworkHub is an agile, knowledgeable market research fieldwork agency providing high-quality focus group recruitment as part of our full range of qualitative and quantitative fieldwork services.
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