Vox pops & groups: chewable vitamin tablets, UK

Our client, a manufacturer of vitamins and dietary supplements, was preparing to launch a new range of chewable vitamin tablets. We were asked to recruit men and women aged between 30 and 60 who live in London, with a particular focus on parents with children over the age of 3 years old. Their aim was to understand consumer preferences and attitudes towards chewable vitamins, to ask consumers to rate the client’s products against those of leading competitors, and to gather feedback on the proposed packaging. We utilised a mix of both quantitative and qualitative research methods to gain insight, including on-street intercepts and outdoor vox pops, hall tests, focus groups, and in-depth interviews (IDIs).

We managed to successfully recruit respondents across the UK that met the client’s criteria of individuals aged between 30 and 60 years old, also making sure to meet our quota of parents with children over 3 years old. The FieldworkHub team arranged for each step of the qualitative and quantitative research to take place including street intercepts for quantitative research, hall tests, focus groups, and in-depth interviews (IDIs). We also recorded a number of outdoor vox pops to capture compelling feedback for our client.

We provided clear communication and support to both the client and to the participants. This ensured our participants were engaged and motivated throughout the process. FieldworkHub secured the profiles we needed, gained independent data and video content to use in the client’s marketing materials, and successfully led the project to completion.