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

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RESEARCH
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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 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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Heathrow Express
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Vodafone
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Sky
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Nottingham University
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Nescafe
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Solicitors Regulation Authority
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