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Below is one of many market research case studies we've worked on.
Market Research Case Study

RESULT
RESEARCH
REQUIREMENT
International Research, Market Research Analysis & Reporting, Market Research Design & Strategy, Project Management, Survey Creation, Survey Design, Survey Hosting, Survey Management, Survey Reporting
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A global pet technology brand commissioned a multi-market influencer marketing research study to identify which types of brand ambassadors would best connect with their audiences across 8 international regions, including the UK, US, Sweden and the Netherlands. The aim was to move beyond simple recognition and understand who consumers genuinely trusted and related to, particularly in the context of pet care and expertise.
The study focused on brand ambassador selection, helping the client move beyond recognition to understand which individuals genuinely influence trust, credibility, and engagement across different markets.
We used a quantitative approach, running online surveys across multiple markets and tailoring each one to ensure it felt relevant to local audiences. Participants were shown a range of potential ambassadors, including celebrities, influencers, and well-known professionals, and asked to evaluate them against key attributes.
This approach generated a robust dataset, providing a clear understanding of which ambassador profiles resonated most effectively within each market and supporting more informed, locally relevant selection decisions.
Influencer Survey Insights
Influencer Marketing Research for Brand Ambassador Selection
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PROJECT DEEP-DIVE
The study focused on understanding how consumers genuinely perceive and respond to different types of brand ambassadors within the pet care space. Rather than relying purely on recognition or popularity, the research explored the attributes that drive trust, credibility, and emotional connection. This enabled the client to identify not just who is well known, but who is most likely to influence consumer attitudes and behaviours in a meaningful way.
1. Understanding Audience Perceptions of Brand Ambassadors
A consistent quantitative framework was deployed across 8 international markets, ensuring comparability of results while allowing for local adaptation. Each survey was translated and culturally adjusted to reflect regional nuances, ensuring questions were understood in the intended way and that responses were contextually relevant. This approach balanced global consistency with local sensitivity, enabling accurate cross-market comparison.
2. Multi-Market Survey Approach
Participants were presented with a structured range of potential ambassadors, including celebrities, influencers, and recognised professionals within relevant fields. Each individual was evaluated against a consistent set of attributes, such as trustworthiness, credibility, relatability, and perceived expertise. This provided a clear and comparable framework for identifying which types of ambassadors perform best, both overall and within specific markets.
3. Evaluating Different Ambassador Profiles
Beyond attribute scoring, the study explored how and why participants recognised each individual. This included identifying whether familiarity was driven by media exposure, such as television or social platforms, or by perceived relevance, such as professional expertise in pet care. Understanding this context added depth to the findings, helping to explain not just who resonates, but why they resonate.
4. Recognition and Context of Familiarity
Each market achieved a sample of 1000 respondents, providing a strong and statistically reliable foundation for analysis. Samples were structured to include a broad mix of age groups and a balanced representation of genders, ensuring the findings reflected a wide cross-section of the target audience. This consistency across markets strengthened the reliability of both individual and comparative insights.
5. Robust and Balanced Sample Structure
All findings were delivered as structured raw data, allowing the client full flexibility in how the results are analysed and applied. This enabled internal teams to compare ambassador performance across markets, identify consistent high-performing profiles, and support evidence-based brand ambassador selection decisions.
The dataset also provided a scalable foundation for ongoing influencer marketing strategy, allowing the client to refine their approach over time and apply the insights across future campaigns and market expansions.
6. Flexible Data Delivery and Strategic Application
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125+ Reviews

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."

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!"

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."

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."

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!"

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."

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."

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."

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."

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."

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."

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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