Qualitative research with streetwear shoppers in Europe

Young woman selecting trainers with help of shop assistant in streetwear store

The client brief

Our client asked FieldworkHub to recruit young adults in the UK, France, Germany and Italy who regularly shop at a leading streetwear retailer to take part in an online focus group, follow up in-depth interviews and online virtual shop along. The aim of the research was to test concepts of tailoring the shopping experience for respondents who favoured a particular brand. We recruited against specific criteria including location, age, gender and attitudes towards fashion trends and made follow-up phone calls to the respondents to establish their interest in relevant streetwear and fashion brands, as well as celebrity icons. This extra step helped ensure that we recruited respondents who were extremely well-suited to the client’s research needs.

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Research methodology

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

FieldworkHub delivers

We reached out to FieldworkHub after another firm told us they were not able to keep their commitment. Not only did Caroline respond to my email almost immediately, she picked up the phone and talked to me about my needs. Her team was super responsive and flexible, getting our work completed on time and budget. I highly recommend working with them and will absolutely be reaching out the next time I am conducting work in Europe.


Senior DirectorResearch Strategy
Cassandra, USA


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