Online focus groups: avatar users, UK, Japan, India

FieldworkHub collaborated with a US-based research agency who were working with a large technology company to understand the preferences and attitudes of teens and adults towards avatars and virtual reality (VR). The original research took place in the UK, Japan and India but a later phase involved similar research in Thailand. In each case the client wanted to speak to a younger audience (aged between 13 and 17 years old), as well as some people who owned virtual reality headsets, whilst being mindful of the mix of ages and gender. 

We recruited participants for four to six  focus groups per market, depending on the client’s requirements. Whilst recruiting, it was evident there was more difficulty recruiting the teens compared with the adults, however Fieldworkhub used a mixture of creative recruitment methods to engage with the teens. In the UK, we used referrals from parents that are a part of the Fieldwork community, and referrals from teens that had participated in previous projects with our team.  Most of the respondents were required to complete a pre-work assignment prior to the focus groups, FieldworkHub had a dedicated team that were responsible for encouraging respondents to complete the assignment, to ensure they were delivered before the groups took place. Our thorough reminder system allowed us to have consistently high turnout rates to each group (94% in the UK and 100% for Japan,  India and Thailand), which meant our client could collect rich insights from the groups. Overall, the client was very pleased with the service we provided.