Vox pops: squash drinkers, 4 markets

We were tasked with gathering feedback from drinkers of squash (a sweet concentrated liquid containing fruit juice, to which is added to make a soft drink) in four different markets: the UK, Ireland, Brazil, and France. Our client was a squash brand hoping to get a high-level impression of consumer preferences and behaviours in regards to squash drinks, focusing on consumption habits and sentimentality towards individual brands.

Our client sought in-depth, qualitative feedback on consumer perceptions and brand awareness relating to various squash brands. The FieldworkHub team suggested the vox pop methodology, and successfully delivered on the client’s brief by recruiting respondents from all four markets requested. We recruited a mix of demographics, including Gen Z, Gen Y (Millennials), Gen X and older, ensuring a diverse representation of opinion. We efficiently co-ordinated vox pop recordings to provide engaging insights on what makes squash popular in different countries and across generations.