Case Study:

Standing out in the UK chocolate market 

Find out how Angelfish delivered high-impact CPG/FMCG market research for a global brand.
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The Client

A global chocolate brand headquartered in the US
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The Objective

To explore UK consumer attitudes toward chocolate and inform strategic decisions around product positioning and market differentiation 
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The Methodology

In-person focus groups based in London
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The Duration

2 x 90-minute focus groups 
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The Incentive

£70 eGift card 
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Our Participants

  • Group 1: Aged 18–29
  • Group 2: Aged 30–55
    A mix of gender, ethnicity, and socio-economic grade, all regular chocolate consumers

 

Introduction

When a global chocolate brand approached Angelfish Fieldwork, they had already conducted extensive quantitative research. What they needed next was qualitative depth: the kind of rich, emotive insight that only comes from hearing directly from consumers.

Their goal wasn’t to enter the UK market; they were already here. Instead, they wanted to understand how to stand out. With a crowded confectionery landscape and evolving consumer preferences, they needed to uncover what drives chocolate lovers in the UK, how they perceive flavoured chocolate, and what influences their purchasing decisions.

They came to Angelfish through a recommendation, drawn by our FMCG market research expertise and our proven track record in consumer packaged goods (CPG) qualitative research.

 

The challenge...

This wasn’t a simple recruitment brief. The client needed articulate, thoughtful participants who could speak in detail about their chocolate habits, preferences, and emotional connections to the category.

The brief required:

  • Two distinct age groups (18–29 and 30–55)
  • A diverse mix of gender, ethnicity, and socio-economic backgrounds
  • Regular chocolate consumers with a genuine interest in the category
  • London-based participants due to the venue location
  • Brand anonymity throughout the recruitment and research process

And all of this had to be achieved under tight timelines – with a major transport disruption thrown in mid-way through fieldwork.

The Angelfish difference: full-service participant recruitment that delivers

What sets Angelfish apart isn’t just our ability to find great participants, it’s the end-to-end consultancy-style project management experience we offer. From the moment a client reaches out, we become an extension of their team, offering strategic guidance, operational support, and a seamless experience from start to finish.

For this project, our full-service recruitment included:

  • Feasibility testing and quote-stage feedback
  • Bringing in our trusted qualitative consultant with extensive FMCG experience
  • Discussion guide creation in collaboration with our qualitative consultant
  • Dedicated project management from start to finish
  • Venue sourcing, booking, and rescheduling
  • Screener writing tailored to the client’s needs
  • Participant recruitment and scheduling
  • Quota management to ensure demographic balance
  • Incentive handling and participant communication
  • Sourced competitor products for taste testing
  • On-the-ground support during fieldwork
  • Strategic analysis and post-fieldwork debrief

This holistic approach meant the client didn’t have to worry about recruitment logistics, they could focus on the research itself, confident that every detail was being handled with care.

 

Recruitment strategy

To reach our target audience, we deployed a multi-channel recruitment strategy:

  • Angelfish opt-in community: Our trusted database of participants, organically grown
  • Targeted social media campaigns: Focused on chocolate lovers in London
  • Referral outreach: Leveraging word-of-mouth to reach engaged consumers

This blended approach allowed us to:

  • Hit quotas quickly and accurately
  • Ensure demographic diversity
  • Maintain high levels of participant quality

Screener writing & validation calls

We designed a bespoke screener to identify not just chocolate consumers, but those who could provide rich, articulate feedback. Our goal was to find people who genuinely cared about chocolate – who could talk about texture, flavour, packaging, and emotion.

In an era where fraudulent market research respondents are increasingly common, our rigorous approach stands out. Every shortlisted participant received a validation call from our talented in-house team, not just to confirm eligibility but to build rapport and assess their ability to contribute rich, meaningful insights. This step is essential in ensuring that the people we recruit are genuinely aligned with the study’s goals and ready to engage.

It’s a level of human connection and conversational depth that no AI robot can replicate, and it’s crucial in maintaining the integrity and quality of qualitative research.

 

Navigating tube strikes with agility

Originally scheduled for 10th September, the sessions faced a major hurdle when tube strikes were announced just one week before fieldwork. Angelfish acted fast – liaising with the venue, moderator, and participants to reschedule.

While the change of plans was ultimately unavoidable, our experience in handling unforeseen situations like this gave the client confidence that the transition would be smooth and the impact minimal. The sessions were successfully rescheduled to 24th September, avoiding unnecessary costs and ensuring the research could go ahead without disruption.

 

Venue & fieldwork support

We selected I-View London for its central location, excellent hosting services, double viewing mirror, and importantly, its accessibility. The venue is fully equipped with lifts and accessible facilities, ensuring all participants could attend comfortably and safely.

Angelfish handled all logistics, including:

  • Venue booking
  • Incentive management
  • On-the-ground support

Harry, our Client Services Manager, attended the sessions in person to greet respondents, build rapport, and support both the client and moderator, ensuring everything ran smoothly.

A seamless full-service partnership

To deliver the best possible experience, Angelfish partnered with long-standing collaborators Wonder Research and trusted qualitative consultant Emily Hilditch, who led moderation, discussion guide creation, and analysis.

Here’s how Emily described the partnership:

 

“Angelfish and Wonder started collaborating more than 5 years ago and we've developed a slick partnership built on honest comms, frequent contact and absolute trust in each other's strengths.
Angelfish delivers operational excellence in the field: finding the perfect participants and handling all things logistical.
Wonder brings over 15+ years of FMCG strategic insight experience.”

 

For this project, we focused on strategic tensions: what cultural codes does a US chocolate brand need to understand? When would UK consumers choose an American brand over a familiar British one?

Crucially, by setting up face-to-face research, the team could observe, probe and test hypotheses in real-time. They could discuss implications immediately and actively participate in the discovery process.

It’s how the magic happens.

The methodology in action

The research was conducted via in-person focus groups, split by age group. Each session explored:

  • Chocolate consumption habits
  • Emotional and sensory associations
  • Reactions to flavoured chocolate concepts
  • Packaging, pricing, and purchase triggers

Sessions were streamed to the client’s wider team, allowing them to observe reactions and discuss implications in real-time.

Respondent feedback

“I was very happy to be selected for the research project. The original date had to be rescheduled due to Tube strikes but the organisers gave many helpful updates.
The research session was well-organised and sped by. It helped that it was focused on a very interesting topic – chocolate!
I feel everyone had the opportunity to speak and express their thoughts.
I would definitely do another project with Angelfish.”

“We were really pleased with the focus group sessions as a team and felt we gained a lot of insight from the discussions which will directly inform our strategic thinking. It’s already helped us become more shopper focussed as a team, as many of the key points discussed are referenced internally when we’re looking to plan for 2026. Having two groups with different age demographics proved especially insightful, as each brought distinct perspectives and discussion dynamics.”

“Our moderator Emily was absolutely fantastic – she created a comfortable environment for participants making them feel at ease and skilfully guided the conversation to ensure all discussion points were covered. The wider Angelfish team were super responsive and quick to resolve an unexpected challenge that arose due to tube strikes! We would absolutely partner with the team again for future focus group needs.”

– Client Feedback

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Qualitative moments that mattered

One moment that stood out was a participant describing their “ritual” when eating chocolate – a vivid, sensory account that sparked excitement in the viewing room. It was a reminder of the power of human qualitative research to uncover emotional truths that data alone can’t reach.

“A roomful of executives were able to build strategic clarity together. The research now forms the foundation of their UK market growth strategy.”

 

Key takeaways 

Thoughtful participant recruitment is everything: A well-designed screener and validation process ensures high-quality data.

Flexibility matters: Staying agile in the face of logistical challenges (like transport strikes) can make or break a project.

Participant experience drives success: Clear communication, fair incentives, and respect for participants lead to better engagement.

FMCG and CPG market research requires nuance: Especially when refining strategy in a competitive market, understanding cultural context and consumer emotion is key.

Full-service support makes a difference: From feasibility testing to fieldwork delivery, Angelfish offers a seamless experience.

Looking to refine your UK strategy? Let’s talk.

At Angelfish Fieldwork, we’ve helped FMCG and CPG brands of all sizes connect with UK consumers through thoughtful, high-impact qualitative research. Whether you’re launching a new product, refining your positioning, or exploring new audiences, we’re here to help.

From screener design to full-service project management, we’ll work with you every step of the way to ensure your research delivers the insights you need – and the experience your participants deserve.

Get in touch today to find out how Angelfish can support your next FMCG market research project.

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