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Below is one of many market research case studies we've worked on.

Market Research Case Study 

A full sample of 1000 respondents per market was achieved, delivering a robust and consistent dataset across all regions. The structured approach ensured comparability between markets, enabling the client to assess how ambassador profiles performed across different international audiences. The study captured detailed consumer perception data on a range of potential brand ambassadors, including familiarity, appeal, trust, and perceived credibility. All outputs were delivered as structured raw data, providing the client with full flexibility to conduct internal analysis and apply the findings to their influencer strategy. The dataset enabled the client to explore differences between markets, compare ambassador performance, and identify which profiles resonated most strongly within specific regions. This provided a clear evidence base to support brand ambassador selection and a more targeted, market-specific approach. The consistent structure of the data also supported cross-market comparison and broader influencer marketing strategy development. All data was delivered in a format suitable for internal analysis, integration into existing systems, and application across ongoing and future campaigns.

RESULT

Online surveys were conducted across each market as part of a structured influencer marketing research methodology. Each survey was translated and culturally adapted to ensure relevance and consistency, allowing for accurate comparison across global markets. Participants evaluated a selection of potential brand ambassadors, including celebrities, influencers, and recognised professionals. Each individual was assessed against key attributes such as trustworthiness, familiarity, credibility, and influence, providing a consistent framework for brand ambassador selection. Participants also indicated how they recognised each individual, such as through media exposure or professional association within the pet care space. This added important context to the data, capturing both perception and the drivers behind it. All responses were captured digitally, ensuring accuracy and completeness. The structured survey format supported large-scale participation while maintaining consistency across markets, strengthening the reliability of this influencer marketing research study.

RESEARCH

The client required a clear understanding of consumer perception across multiple international markets to support their influencer strategy and brand ambassador selection. This included evaluating a range of individuals, spanning celebrities, influencers, and recognised professionals, against key attributes such as trustworthiness, credibility, relatability, and familiarity. The study needed to deliver consistent and reliable data across all regions while ensuring each survey was locally relevant. A sample of 1000 respondents per market was achieved, providing a robust foundation for influencer marketing research and supporting confident, market-specific decision-making. Each sample included a broad mix of age groups and a balanced representation of genders.

REQUIREMENT

International Research, Market Research Analysis & Reporting, Market Research Design & Strategy, Project Management, Survey Creation, Survey Design, Survey Hosting, Survey Management, Survey Reporting

TAGS:

A global pet technology brand commissioned an influencer marketing research study to identify which types of brand ambassadors would best connect with audiences across eight international markets, including the UK, US, Sweden, and the Netherlands.

The objective was to support brand ambassador selection by moving beyond simple recognition and understanding which individuals genuinely drive trust, credibility, and engagement within the pet care category. The study explored how consumers perceive different ambassador profiles, with a focus on identifying those most likely to influence attitudes and behaviours across diverse global markets.

A quantitative approach was used, with online surveys conducted across each region and adapted to reflect local audiences. Participants were shown a range of potential ambassadors, including celebrities, influencers, and recognised professionals, and asked to evaluate them against key attributes.

This influencer marketing research approach generated a robust and structured dataset, providing the client with a clear and comparable view of how different ambassador profiles resonated within each market. All data was delivered to the client for internal analysis, supporting more informed and locally relevant brand ambassador selection decisions.

Influencer Research

Influencer Marketing Research for Brand Ambassador Selection

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PROJECT DEEP-DIVE

This influencer marketing research study was designed to explore how consumers perceive and respond to different types of brand ambassadors within the pet care category. Rather than focusing solely on recognition or popularity, the research examined the underlying attributes that influence perception, including trustworthiness, credibility, relatability, and emotional connection.


By capturing structured feedback across these attributes, the study created a comprehensive dataset reflecting how different ambassador profiles are positioned in the minds of consumers. This provided a strong foundation for brand ambassador selection, enabling the client to understand which profiles are most likely to influence engagement and brand affinity across global markets.

1. Understanding Audience Perceptions of Brand Ambassadors

A consistent quantitative influencer marketing research framework was deployed across eight international markets. Surveys were translated and culturally adapted to reflect local language nuances and category understanding, ensuring responses remained relevant within each region.


At the same time, the core structure of the survey remained consistent, enabling reliable cross-market comparison. This approach ensured that the dataset could support global influencer strategy development while still accounting for regional differences in consumer perception.

2. Multi-Market Survey Approach

Participants were presented with a structured set of potential brand ambassadors, including celebrities, influencers, and professionals with recognised expertise. Each profile was evaluated against a consistent set of predefined attributes, including trust, credibility, relatability, and perceived expertise.


This standardised evaluation framework ensured that all profiles could be directly compared, supporting a data-led approach to brand ambassador selection. In addition, participants indicated how they recognised each individual, providing context around familiarity and the sources of influence.

3. Evaluating Different Ambassador Profiles

The research captured how and why participants recognised each ambassador, providing additional depth to the consumer perception data. This included whether familiarity was driven by media exposure, social platforms, or professional relevance within the pet care space.


Understanding this context helped differentiate between visibility and credibility, ensuring the dataset reflected not just awareness, but the underlying drivers of trust and influence within each market.

4. Recognition and Context

Each market achieved a sample of 1000 respondents, providing a robust and consistent dataset for this influencer marketing research study. The sample included a broad mix of age groups and a balanced representation of genders, ensuring coverage across a wide cross-section of the target audience.


This consistent sample structure strengthened the reliability of the data and supported accurate comparison between markets, enabling more confident brand ambassador selection decisions.

5. Strong Sample Base

All findings were delivered as structured raw data, allowing the client full flexibility in how the results are analysed and applied. The dataset was organised to enable straightforward comparison of ambassador performance across markets, attributes, and audience segments, supporting a consistent and scalable approach to internal evaluation.


This enabled internal teams to compare ambassador performance across regions, identify consistent high-performing profiles, and assess how different attributes resonate within specific markets. The structured format also supported efficient filtering and segmentation of the data, helping to inform evidence-based brand ambassador selection and broader influencer marketing strategy development.

6. Flexible Data Delivery and Strategic Application

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If you would like a quote, information or advice in regard to a market research project brief - without any obligation - then please feel free to contact us either via the contact form, telephone or email.

 

Any calls will be answered by one of our professional researchers within the market research team (and they're all very experienced so can help you with any and all questions or queries you might have), and all contact form enquiries are responded to within 30 mins or less.

 

All UK based market research quotes are usually sent same-day. Quotes for international market research can take longer due to the amount of work involved.

 

We look forward to chatting with you!

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125+ Reviews

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Mark

Heathrow Express

"Over the past year, we have had the pleasure of working with MRFGR on multiple projects, and we cannot recommend them highly enough. Their communication throughout our engagements has been excellent, always prompt and clear, which has greatly facilitated our processes. The team at MRFGR, although small, is exceptionally knowledgeable and dedicated. Their expertise is evident in their ability to obtain high sample sizes and deliver well-published results. What sets them apart is how easily their findings are translated into actionable insights, ensuring that we can swiftly and effectively utilise the data. Their speed of delivery is truly impressive. We consistently receive results in good time, which is crucial for our fast-paced operations. MRFGR has proven to be an invaluable partner, and their service has consistently exceeded our expectations. For anyone in need of reliable, efficient, and insightful research services, MRFGR comes highly recommended."

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Olivia

Confidential Client

"MRFGR have been absolutely brilliant! The videos we have received from their respondents have been perfect - they clearly brief their people really well and you can tell from the content we receive. They give clear communication & are on hand to help at all times. We give them some crazy tight timelines and they turn things around for us so quickly and without stress - even when the respondents are coming from multiple countries. I highly recommend Matthew & Paul - they're fab!"

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Sebastian

NHS

"When I phoned Matthew at MRFGR I was in a bit of a pickle. I needed to recruit 25 consultant paediatricians for telephone interviews (with minimal incentive) across 8 countries, two of which were non-English speaking. Oh, and I needed to have recruited and completed the interviews in 12 working days. Surprisingly, Matthew wasn't taken aback by this and set about the task with enthusiasm. Even against these challenging timescales, Matthew was able to deliver all 25 consultants - a phenomenal effort. I was extremely happy. And, more importantly, so was my client."

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Richard

Vodafone

"MRFGR were not the cheapest firm who pitched for our work, but I am happy that I decided to go with them. I feel that their database is extensive and this combined with their excellent client service means that they offer a higher degree of reassurance and peace of mind than other recruitment agencies we have worked with in the past. When we had a problem to resolve at short notice they did this very quickly. I would happily work with them again."

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Luke

Sky

"Hi Stephen Both groups went very well - a key client attended the first and was very pleased. Very articulate groups, really impressed especially considering it was such a difficult recruit (recruiting Somalis). The hotel was great too, incidentally, a nice place to do groups. Many thanks for your hard work on this - hope you feel it was worthwhile!"

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Murray

Nottingham University

"MRFGR recruited four focus groups for our research across a variety of settings, including socio- economically deprived urban communities and very small rural communities. Despite the significant challenges these settings posed MRFGR ensured that all our focus groups were fully attended, and with a minimum of fuss. I would have no hesitation in recommending them for recruitment work."

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Susanne

Nescafe

"It's always a pleasure to work with MRFGR. They are a great partner who consistently recruit high calibre respondents to take part in our research projects and workshops. Always professional and very reliable."

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Richard

Solicitors Regulation Authority

"Our organisation, the Solicitors Regulation Authority, has used MRFGR to support our recruitment requirements for focus groups and public events and we have always found their service and achievements to be excellent. They have demonstrated a commitment to meet last-minute requirements in a calm and professional manner and we would not hesitate to recommend them."

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Amy

Febreze

"I would like to take this opportunity to express our appreciation for the work that you recently carried out for us. Stephen Essex and MRFGR were recommended to me by a colleague. It was important for us to find a company who could understand and deliver our brief on a very tight schedule. Stephen demonstrated a level of knowledge and professionalism that gave us the assurance that this would be achieved. The result was a report that clearly met the objectives of our brief, was presented in a professional manner, which then enabled us to present the findings to our customer with confidence. We would not hesitate to recommend or use Stephen again."

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Rachael

Countrywide

"The groups in Chipping Norton went really well thank you. We had a full turn out to both of them. I would just like to say that we have been very impressed with the number of participants you have managed to recruit to these groups, your regular updates on the recruitment progress, and your follow up contact. We have also had very positive feedback from the participants about their contact with you. We will definitely consider MRFGR in future when wishing to recruit participants to similar groups."

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Theo

e.on

"We have used MRFGR to recruit participants for multiple research projects with varied samples sizes and sometimes challenging recruitment criteria. They have a calm and professional manner, providing us with regular updates in the lead up to and on the day of research projects. Multiple touch points with participants approaching the study date ensures drop-out rates are extremely low with replacements usually being found very quickly if necessary. I look forward to working with MRFGR in the future."

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Doug

Confidential Client

"MRFGR is the first external company we have used for sourcing focus group attendees. Although we have organised many groups previously I would definitely use MRFGR again. The costs were reasonable and the attendees we have received have been exactly the right target groups. The level of communication has been satisfactory too with regular updates leading up to each focus group. Matthew has managed all of the groups we have requested and there has been no issues. I would recommend trying MRFGR."

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