IDIs: Marketing decision makers, USA, Brazil, Vietnam

When a long-term client of ours, a UK-based brand strategy agency, reached out to us with a new study, we were pleased to assist them with our recruitment expertise.

Our client wished to conduct individual interviews with online advertisers in the USA, Brazil and Vietnam. All respondents were required to work full-time as either a decision-maker or practitioner for online advertising with involvement in spend allocation decisions for their company. Participants were required to have spent a minimum amount in the last 90 days ($7500 in the USA, $5000 in Brazil and $4500 in Vietnam) on advertising their company via a specific multinational online advertising network.

FieldworkHub managed the recruitment and scheduling of 43 participants across the three markets. Our team made sure to include a strong mix of various business sizes (ranging from companies with 2-9 employees to those with 10,000 or more employees) and different industry sectors (including E-commerce, Technology, Retail, Automotive and more). To add an extra layer of verification, we required all recruits to provide their LinkedIn profile so we could check their employment history and  company profile online using publicly available information.

Interviews were conducting using Discuss.io. FieldworkHub also provided simultaneous translators for the interviews in Vietnam and Brazil so our client could follow along in real time. The translators were also able to explain industry-specific terminology and local idioms as the interviews were unfolding.

Our client was pleased with the insights that they were able to collect, and used these to help the end client to create a more impactful approach to advertisers in these markets.