Client: International fashion retail group.
Año: 2021 – present.
We weave the samples that underpin decisions: qualitative and quantitative recruitment for one of the leading global fashion groups.
Keywords: Fashion retail · Omnichannel experience · B2C & B2B · Physical and digital environments · Accessibility · Sustainability · Qualitative recruitment · Quantitative recruitment · International research.
Challenge
Our challenge is to:
Ensure solid, diverse and comparable samples for B2C and B2B studies in Spain, Turkey, the UK, Germany, France…
Reach precise profiles by brand and channel (from heavy digital users to low-digital users, with different recency and frequency of purchase and different buyer profiles).
Support projects on omnichannel experience, accessibility and digital environments, making sure the participant base is always aligned with the research questions.
This allows research, design and business teams to focus on insight and decision-making, while we take care of the complexity of recruitment.
Methodology
We design and execute qualitative and quantitative recruitment tailored to each challenge, brand and market within the group.
Qualitative recruitment
Recruitment for individual and group interviews, focus groups, co-creation sessions, moderated and unmoderated user testing, and usage diaries.
Design and fine-tuning of screening filters together with the research teams: shopping behaviours, app/web usage, relationship with the brand, store role, etc.
End-to-end management: invitations, reminders, replacements, technical support for remote sessions and coordination with stores for in-store fieldwork.
Quantitative recruitment
Online samples for surveys in national and international markets.
Balance between B2C and B2B profiles, working with panels and external databases when needed.
Quota control (age, gender, purchase frequency, brand, country, etc.) to ensure representativeness aligned with each study’s objectives.
Results
Through this ongoing collaboration as a recruitment partner, the fashion group has been able to:
Roll out complex qualitative and quantitative research programmes with the confidence of having consistent, diverse samples aligned with each brand and market.
Reduce lead times and friction when launching studies, thanks to a recruitment process that is standardised yet flexible (by method, country and profile type).
Systematically include relevant B2C and B2B profiles for their omnichannel and digital challenges.
Ensure a safe, transparent and efficient incentive process, aligned with legal and data protection requirements in each market.
