In-person workshop and online IDIs: pub experiences, UK

Our client, a well-known pub chain in the UK, wanted to explore their brand perception across the UK. The research focused on the experiences that customers could have in their pubs. We were tasked with gaining insights from both current customers of the chain and potential new customers, from a mix of urban and suburban areas. The study design comprised both in-person workshops (held on location in pubs in London and Nottingham) and depth interviews.

The FieldworkHub team was responsible for recruiting both existing and potential customers for the in-person workshops. We made sure we obtained a balanced mix of urban and suburban residents, with varying attitudes towards the sponsoring brand and a willingness to give thorough, honest feedback throughout their session. Our team also arranged logistics for the in-person workshops and thus succeeded in providing insight on the ‘signature moments’ that made their visits to the pubs distinctive.

Our team also set-up the a number of 30-minute online IDIs, with a good mix of different participant types, focusing on what participants value in the pub experience.

Using two methodologies for the same study ensured we gained a variety of insights, which also validated the responses when it came to the analysis stage of the research. As a result, we produced high-quality outputs that gave our client a clearer understanding of consumer attitudes, and insights on how they could differentiate themselves in a crowded market.