Vox pops market research agency
Vox pops capture people’s immediate reactions and opinions in their own words. FieldworkHub recruits carefully screened consumers and specialist audiences for vox pop research in the UK and internationally, supporting short, engaging video interviews about products, experiences and issues that matter to the study.
25+ vox pop projects completed
Vox pops collected in 10+ countries
500+ vox pop participants recruited
Why vox pops?
Why should you conduct vox pop market research?
A vox pop is a short interview that captures people’s views on a particular topic, question, product or experience. Responses are usually concise and may be recorded on video, audio or in writing, allowing researchers to gather a range of individual perspectives in an accessible format.
Vox pops can be useful when research teams want spontaneous reactions or a quick sense of how different people respond to an issue. They can add colour and human context to broader research, communications or presentation materials.
Research can be carried out in person at relevant locations or remotely, depending on the audience and project. Participants may be recruited in advance against specific criteria or approached in suitable environments where the research requires more immediate responses.
The quality of vox pop research depends on reaching the right people and asking clear, focused questions. FieldworkHub can support recruitment and fieldwork planning for consumer and specialist audiences in the UK and international markets.
Vox pops clients
Selected vox pops market research clients
FieldworkHub has arranged vox pops for some of the world’s leading brands...
Types of vox pops
What are the different types of vox pops?
Vox pops can be conducted in various locations, to capture different types of respondent.
In-person interview vox pops
In-person vox pops capture short interviews with participants at a relevant location, such as a shopping area, event, workplace or research venue. They can be useful when the environment itself is part of the experience or when researchers want immediate reactions.
FieldworkHub can support recruitment and fieldwork planning for location-based vox-pop research in the UK and international markets.
Remote video vox pops
Remote vox pops allow participants to record or provide short video responses without travelling to a research location. This can make it easier to reach people across different regions or countries while keeping the format concise and personal, and capturing authentic reactions in their own words.
We can recruit participants against detailed criteria and coordinate remote responses for consumer and specialist research projects.
Targeted audience vox pops
Vox-pop research does not have to rely on a completely open street-intercept approach. Participants can be recruited in advance to represent particular customer groups, behaviours, demographics or specialist profiles.
Targeted recruitment is useful when clients want the immediacy of short-form responses but still need confidence that the people taking part are relevant to the research question.
Case studies
Case studies of vox pop research
FieldworkHub recruits participants and supports fieldwork for vox pop research in the UK, Europe and other international markets. We can support in-person, remote and targeted-audience projects where concise, authentic participant responses are needed.
Video surveys: self-empowered consumers, 5 markets
FieldworkHub source vox pop video clips with 25 consumers aged 22 to 60, who described themselves as empowered. Five respondents were recruited in each of five countries, with each respondent creating a series of videos explaining how and why they now feel empowered.
Vox pops & groups: chewable vitamin tablets, UK
A manufacturer of vitamin tablets and dietary supplements asked us to conduct research on a new range of chewable vitamin tablets. We recorded vox pops in London, and conducted a central location test and in-person focus groups to gather feedback on the taste and packaging of the tablets.
Vox pops: squash drinkers, 4 markets
We supported a well-known soft drinks brand by collecting vox pop recordings to explore squash (concentrated fruit drink) preferences and brand awareness in the UK, Ireland, Brazil, and France. The participants that we recruited included representatives of Gen Z, Gen Y (Millennials), Gen X and older demographics.
Client testimonials
Testimonials from vox pop clients
Here’s what some of our previous vox pop clients say about us.
Working with the FieldworkHub team was truly a relief on a complex multi-country project. We used their local moderator and simultaneous translation services in a few markets. Winnie, as well as the local country teams, were adaptable, responsible and accommodating in a logistically challenging project. I value their partnership and will be tapping them in again on the next international project!
Kerry
Project Manager
Insights Agency
USA
You and your team did an EXCELLENT job! This was not an easy recruit and you met all the quotas, found participants who were fully qualified (and verified), and everything went super smoothly on the interview days. I appreciated how organized and methodical you were throughout this process, and how responsive and detailed your communications were.
Marissa
Researcher and Moderator
Insights Agency
USA
Got questions?
Frequently Asked Questions
As consultants in the research space, we’ve got the answers to your questions about vox pops. And if there’s anything left unanswered, drop us an email or give the team a call. We’d be happy to help.
1
What is a vox pop?
A vox pop is a short interview used to capture an individual's opinion or reaction to a particular topic, question, product or experience. Vox pops are often recorded on video or audio, although the format can vary depending on the research objectives.
In market research, they can be used to gather a range of concise perspectives and bring participant voices directly into research outputs.
2
Why is obtaining vox pop participant consent important?
Consent ensures participants are aware of how their responses will be used, protecting their privacy and meeting legal requirements. It builds trust and makes participants more comfortable.
3
What are the best practices for obtaining vox pop participant consent?
It is important to clearly explain the purpose of the vox pop, how the footage will be used, and obtain written or verbal consent from the respondent. Always make sure to store consent records securely.
4
How do you make participants comfortable during vox pops?
To ensure participants are comfortable you should approach participants politely, explain the process clearly, and ensure a relaxed atmosphere. Respect their space and allow them to speak freely without interruptions.
5
How can you ensure the diversity of responses in vox pops?
To ensure diversity in responses you must select diverse locations and times while approach a wide range of people. This ensures varied perspectives, making the vox pop results more representative and insightful.
6
Can you recruit participants for vox pop research?
Yes. We can recruit participants in advance for vox-pop studies where the research needs people who meet specific demographic, behavioural or other criteria. We can also support projects where participants are approached at suitable locations.
The most appropriate approach depends on the target audience, location, research topic and how the responses will be used.
Planning a vox pop research project?
Talk to our fieldwork specialists about participant recruitment and fieldwork support for in-person, remote or targeted vox pop research in the UK and international markets.
