Full-service focus groups for a high-street brand

From brief to brilliant: full-service focus groups for a high-street favourite

This project marked a brilliant full-package moment for Angelfish, brought in by a long-standing contact to support a new client relationship and deliver end-to-end recruitment and research support.

Right from the initial brief, we worked closely with one of our trusted qualitative consultants, Emily Hilditch, Director at Wonder Research, to shape the project direction alongside the end client. This collaborative approach helped us get clear on the objectives from the start and made the rest of the process really smooth.

Together with Emily, we worked with the client right from the outset: advising on segmentation, methodology, and screener design to make sure we were targeting exactly the right people. We then ran five online focus groups exploring customer perceptions of premium own-label ranges for a high-street food retailer. From recruitment and validation through to moderation, we managed the process end-to-end—offering the client a truly seamless experience.

Participants were carefully recruited against detailed internal shopper segments, including frequency, life stage and shopping missions, ensuring the groups were not only well-balanced but also rich in insight. With full attendance and glowing feedback from both the client and Emily, this project proved the value of our joined-up approach.

As Emily put it, “We were in constant contact, so we could identify issues before they arose… ultimately, the client got the best of both worlds.”

 A true team effort, and a brilliant example of collaborative research done right.