A management consultancy that was working for an investment fund wanted to talk to shopkeepers in London who sell SIMs and top-ups for a mobile virtual network operator that focuses on the international calling market. Originally the plan was to ask the retailers to complete an online survey but feasibility testing by FieldworkHub established that they were poorly represented in online panels so we switched to face-to-face interviews with owners and managers. We also arranged two focus groups so our client could obtain more in-depth qualitative views on the brand’s positioning relative to other mobile operators.
