A leading US sportswear retailer with a presence in several European markets wanted to hold a series of discussions with small groups of style-conscious teenagers who were familiar with their stores.
A key requirement of the methodology was to find friendship groups, i.e. groups of teenagers who knew each other but were not members of the same family. We recruited participants in several EU markets to a very tight timeline, including groups of 12-14 year olds and 15-16 year olds in Barcelona, Milan and Paris.
FieldworkHub's guide to recruiting members of Gen-Z for market research participation
I want to express my appreciation for the team’s effort on this project. Wanessa, especially, went above and beyond in the past week in communicating with both our team and the researchers on the ground.
