If you’ve ever completed a survey, joined a focus group, or wondered how brands learn what people really think, you’ve already come across the world of market research – even if you didn’t realise it.
In this guest blog, Amelia Williams shares what she learned during her five-month placement at Angelfish while studying Business at the University of Bath. During her time with the team, Amelia explored how market research projects work behind the scenes – from participant recruitment and validation through to client communication, project management, and marketing.
Here’s her perspective on what it’s really like to work in market research and what happens behind the scenes to make research projects successful.
What do people think market research is?
People often see market research as completing surveys and asking people questions, with the aim of collecting opinions and analysing data. But behind the scenes there is much more that goes on, including organisation, client communication, approvals, recruitment and planning, all to ensure the best quality research is completed.
There are also so many different methodologies used within research, including individual interviews, focus groups, online communities, and product testing. These projects can cover all kinds of topics, from new food products and shopping habits to apps, websites and adverts.
All with one thing in common: the aim of understanding people and their opinions. With the main goal of helping brands make informed decisions about their products and services by gathering consumer insights from the correct audience.
This is where Angelfish Fieldwork and Angelfish Opinions comes in. Angelfish Fieldwork works with brands, agencies and researchers to find and recruit the right people for market research projects. Angelfish Opinions is the community that people join if they want to take part in paid research opportunities. In simple terms, Angelfish Fieldwork runs the recruitment side of research projects, while Angelfish Opinions is where participants sign up to get involved and share their opinions.
Surprise #1: The amount of planning behind every project
Before starting my placement, I didn’t realise how much planning and organisation happens before a project even begins. I also didn’t realise how varied the projects could be, or how differently each one needs to be approached depending on the topic and the people taking part.
At Angelfish Fieldwork, we support clients with their research projects from start to finish, including quoting and planning, validation of participants, through to research administration and participant correspondence.
The variety of tasks and projects that are worked on means that no two days are the same. I’ve enjoyed seeing how research can be used across so many different industries, and how the method used varies depending on the project, which is planned and discussed before the project is even launched.
Being part of the process from start to finish and then reflecting on how a project went has been interesting. Along with shadowing different team members to understand how the different parts of the company work, including sitting on the initial launch meetings with potential clients and regular company updates. This was crucial to understand how all areas come together to complete a successful project for the client.
There are so many different aspects that go on behind the scenes that from the outside you would not notice. Such as scheduling, availability and recruitment criteria for each specific brand. All of which need to be adjusted for each project as they are vital parts to help the project run smoothly.
One thing that surprised me most was how much work happens before a participant even joins a focus group or interview. While participants may only see the research session itself, there can be weeks of planning beforehand to make sure the right people are recruited and everything runs smoothly.
Surprise #2: Every project needs a different approach
Another thing I quickly realised was that no two projects are the same.
Some projects I worked on focused on things like food taste testing, shopping habits, soft drinks and homeware products. These projects often involved speaking to participants in a relaxed and friendly way, helping them feel comfortable and excited about taking part.
Other projects involved more personal or sensitive topics. In these cases, the approach needed to be different. It was more about listening carefully, helping people feel reassured, and making sure they understood how their information would be used and that their experiences would be treated confidentially.
Before my placement, I probably assumed there was one standard way to recruit people for research. What I learned was that every audience is different, every project is different, and the way you communicate with participants often needs to adapt too.
Surprise #3: Recruitment is more than ticking boxes
Some of the teams that I’ve been able to shadow include sales, project management, marketing and recruitment.
A large part of recruitment involves validating applicants for projects to ensure they fit the client’s requirements.
Before my placement, I assumed this would just involve checking a few details, but there is actually much more involved than I expected.
Validation phone calls are one of the ways we help ensure clients receive high-quality participants and responses. During these calls, we speak to applicants individually and ask questions to make sure they are the right fit for a project.
The calls are not just about ticking boxes. They also help us make sure participants are engaged, comfortable taking part, and genuinely suited to the type of discussion or activity involved.
For example, some projects may be looking for younger participants, parents with children of a certain age, or people who regularly shop in particular supermarkets or use certain apps.
One thing I learned very quickly is that somebody can look perfect on paper, but a conversation often tells you much more. Validation calls help you understand the person behind the answers and whether they are likely to be a good fit for the discussion.
It is not about catching people out. It is about making sure participants are comfortable, engaged and suited to the type of research they are taking part in.
Surprise #4: You get to meet a huge variety of people
One thing I’ve really enjoyed is speaking to such a wide variety of people.
It has shown me how market research gives you insight into lots of different lifestyles, opinions and experiences across the UK.
One day I might be speaking to retirees discussing pensions and financial decisions, and the next I could be helping recruit younger participants to talk about toys, games or the brands they love.
It has given me a small glimpse into lots of different lives and experiences that I probably would never have come across otherwise.
Every conversation is different, which makes the work really interesting.
I also learned that participants all need different levels of support and communication. Some people have taken part in research before and know exactly what to expect. Others are completely new to it and appreciate extra information and reassurance throughout the process.
Something that stood out to me was that while a participant may be one of twenty people taking part in a project, you are often the only person they speak to. That makes it important to make sure every participant has a positive experience from the very beginning.
What market research has taught me
My five months at Angelfish have given me a much deeper understanding of market research and the work that happens behind the scenes. I’ve seen how organisation, communication, problem-solving and teamwork all come together to deliver meaningful insights for clients.
More than anything, it has changed my view of the industry. Before joining Angelfish, I saw surveys, interviews and focus groups. Now I understand the planning, recruitment and coordination that make those projects possible.
Market research is about much more than collecting opinions. It helps brands understand real people, real experiences and real behaviours so they can make informed decisions.
Interested in taking part in paid market research studies, focus groups, interviews, and product testing?
Join the Angelfish Opinions community to hear about upcoming opportunities and share your opinions on projects that help shape brands, products, and services.
