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OBB, focus groups and IDIs with teenagers and young adults in the USA and Brazil who are active consumers of news content

Group of young people sitting on a wall reading news on their smartphones

The client brief

A global technology firm wanted to understand news and information consumption behavior of 16-24-year-olds in the USA and Brazil. FieldworkHub was asked to recruit 40 respondents per market to complete a six-month online bulletin board (OBB), with three 20-minute activities each month. The client was keen for us to find a mix of gender, age, ethnicity/race, socio-economic status and location within each country.


Number of profiles - 80
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

Once we had recruited an appropriate mix of respondents in each country, we worked with the client to get respondents on-boarded to the bulletin board platform (Recollective).

During the OBB we assigned a dedicated team in each market to track and encourage activity completion. In Brazil, our local language manager read through all responses and, where required, prompted respondents for more detailed answers. In each of the first five months, ten participants in each market were invited to participate in a 60-minute online focus group, and in the final month ten participants took part in-depth interviews (IDIs). The groups and interviews in Brazil were conducted by FieldworkHub’s local moderator and simultaneously translated by our vetted interpreter.

With our team’s encouragement, we managed to retain 90% of the participants in the USA and 97.5% in Brazil to the end of the six-month period. Our client was delighted with this outcome, as it exceeded their expectations.

I contacted FieldworkHub with a last-minute research request. I thought it would be tricky to pull off, but Philip and the team made it so easy. It was a pleasure to work with people who were clearly experts at what they do. Not only did they turn the whole project around super quickly, but they were responsive, helpful and gave very thoughtful suggestions when I asked for advice. The process was smooth and easy from the start.

Elizabeth Brooks

Brand ManagerInsureandGo
UK

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