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.
Overall, we had such a great time with them. All of them showed up early and were very open and interested. They stayed with us for the full 4 hours, covering competitor sites, in-store walk throughs and gave a lot of feedback on product. They were able to articulate the ‘why’ behind most of their feedback which is so helpful when we can’t get this in the office!
FieldworkHub did a great job with this recruitment. We always do research with very specific groups of medical specialists, so it’s not easy to find suitable respondents. FieldworkHub provided high quality services, which made it possible for us to gather important insights from four completely different markets.
