--- title: Customer Closeness Workshop | In Store Immersion Case Study description: Discover how Angelfish Fieldwork delivered a customer closeness workshop that brought stakeholders and real customers together for an in store immersion day. image: https://info.angelfishfieldwork.com/hubfs/Untitled%20design%20(3)-Mar-20-2026-09-50-57-8897-AM.png --- [![Angelfish Fieldwork](https://info.angelfishfieldwork.com/hubfs/2019%20Logo%20PNG.png)](https://angelfishfieldwork.com/) - [About Us](https://angelfishfieldwork.com/about-us/) - [What makes us different](https://angelfishfieldwork.com/about-us/what-makes-us-different/) - [What we do](https://angelfishfieldwork.com/about-us/what-we-do/) - [Meet the team](https://angelfishfieldwork.com/about-us/meet-the-team/) - [Our Community](https://angelfishfieldwork.com/our-community/) - Sectors - [Media](https://angelfishfieldwork.com/our-community/our-community-media-market-research-recruitment/) - [Retail](https://angelfishfieldwork.com/our-community/recruiting-retail-market-research/) - [Charity](https://angelfishfieldwork.com/our-community/charity-market-research/) - [FMCG](https://angelfishfieldwork.com/our-community/market-research-fmcg-sector/) - [Consumer Health](https://angelfishfieldwork.com/our-community/consumer-health-market-research/) - [Audiences](https://angelfishfieldwork.com/audience-research/) - [Baby Boomer](https://angelfishfieldwork.com/participant-recruitment-for-over-60s/) - [Generation Alpha](https://angelfishfieldwork.com/our-community/market-research-with-children/) - [Generation X](https://angelfishfieldwork.com/our-community/gen-x-research/) - [Generation Z](https://angelfishfieldwork.com/market-research-gen-z/) - [Millennials](https://angelfishfieldwork.com/recruitment/recruiting-for-market-research-with-millennials/) - [Angelfish Opinions](https://angelfishfieldwork.com/about-us/angelfish-opinions/) - [Recruitment](https://angelfishfieldwork.com/research-participant-recruitment/) - [Customer Closeness](https://angelfishfieldwork.com/recruitment/customer-closeness/) - [Accompanied Shopping](https://angelfishfieldwork.com/recruitment/accompanied-shopping/) - [Customer Workshops](https://angelfishfieldwork.com/recruitment/customer-workshops/) - [Digital Ethnography](https://angelfishfieldwork.com/recruitment/ethnography/) - [Intercept Interviews](https://angelfishfieldwork.com/recruitment/intercept-interviews/) - [Design Sprints](https://angelfishfieldwork.com/recruitment/design-sprints/) - [Focus Groups](https://angelfishfieldwork.com/recruitment/focus-groups/) - [Market Research Online Communities](https://angelfishfieldwork.com/recruitment/market-research-online-communities/) - [User Experience Testing](https://angelfishfieldwork.com/recruitment/user-experience-testing/) - [User Research](https://angelfishfieldwork.com/recruitment/user-research-recruitment/) - Our Work - [Case Studies](https://angelfishfieldwork.com/market-research-case-studies/) - [Clients](https://angelfishfieldwork.com/clients/) - [Data Quality](https://angelfishfieldwork.com/market-research-data-quality/) - [Project Showcase](https://angelfishfieldwork.com/showcase/) - [Testimonials](https://info.angelfishfieldwork.com/testimonials) - Insights - [Blog](https://info.angelfishfieldwork.com/market-research-fieldwork-blog) - [Useful Resources](https://info.angelfishfieldwork.com/resources) - [Let’s Talk](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) # Case Study: ## Customer closeness workshop  A customer closeness workshop is one of the most effective ways to bring stakeholders closer to real customer experience. In this case study, we show how Angelfish Fieldwork delivered an in‑store customer immersion session that created shared understanding, richer discussion, and clearer insight for a major retail brand. ![Stakeholders engaging with real customers during an in store customer closeness workshop](https://info.angelfishfieldwork.com/hs-fs/hubfs/Untitled%20design%20(3)-Mar-20-2026-09-50-57-8897-AM.png?width=1200&height=628&name=Untitled%20design%20(3)-Mar-20-2026-09-50-57-8897-AM.png "Stakeholders engaging with real customers during an in store customer closeness workshop") ![Canva Design DAFzAl4f7Aw](https://info.angelfishfieldwork.com/hs-fs/hubfs/Canva%20images/Canva%20Design%20DAFzAl4f7Aw.png?width=500&height=500&name=Canva%20Design%20DAFzAl4f7Aw.png "Canva Design DAFzAl4f7Aw") #### The Client A major retail and home goods brand with whom Angelfish Fieldwork has a longstanding, trusted partnership ![Angelfish Fieldwork Objective Icon](https://info.angelfishfieldwork.com/hs-fs/hubfs/Angelfish%20Fieldwork%20Objective%20Icon.png?width=1080&name=Angelfish%20Fieldwork%20Objective%20Icon.png "Angelfish Fieldwork Objective Icon") #### The Objective To bring internal stakeholders closer to real customers and support planning for the year ahead through a new customer closeness approach ![Angelfish Fieldwork Methodology Icon](https://info.angelfishfieldwork.com/hs-fs/hubfs/Angelfish%20Fieldwork%20Methodology%20Icon.png?width=1080&name=Angelfish%20Fieldwork%20Methodology%20Icon.png "Angelfish Fieldwork Methodology Icon") #### The Methodology ![Angelfish Fieldwork Duration Icon](https://info.angelfishfieldwork.com/hs-fs/hubfs/Angelfish%20Fieldwork%20Duration%20Icon.png?width=1080&name=Angelfish%20Fieldwork%20Duration%20Icon.png "Angelfish Fieldwork Duration Icon") #### The Duration ![Angelfish Fieldwork Incentive Icon](https://info.angelfishfieldwork.com/hs-fs/hubfs/Angelfish%20Fieldwork%20Incentive%20Icon.png?width=1080&name=Angelfish%20Fieldwork%20Incentive%20Icon.png "Angelfish Fieldwork Incentive Icon") #### The Incentive £100 eGift card for completion of a      2-hour session ![Angelfish Fieldwork Participants Icon](https://info.angelfishfieldwork.com/hs-fs/hubfs/Angelfish%20Fieldwork%20Participants%20Icon.png?width=1080&name=Angelfish%20Fieldwork%20Participants%20Icon.png "Angelfish Fieldwork Participants Icon") #### Our Participants - N=20 recruited for 16 completes - A broad mix of customers across household types and shopping behaviours - Selected for articulacy, engagement and comfort in a live stakeholder setting ## Introduction [Customer closeness](https://angelfishfieldwork.com/recruitment/customer-closeness/) is about bringing real customers into the room. As brands look ahead in an increasingly complex landscape, connecting directly with people is more important than ever. For this retailer, Angelfish Fieldwork developed and delivered a new customer closeness methodology, bringing stakeholders and customers together in-store for a shared, immersive experience. [Recruitment](https://angelfishfieldwork.com/research-participant-recruitment/) sat at the heart of the approach. By thoughtfully selecting engaged, articulate participants and supporting them throughout the day, we created the conditions for open conversation, honest insight and meaningful alignment across the client team. ##  The starting point The client approached Angelfish with a broad ambition rather than a fixed brief. They wanted to refresh how they planned for the year ahead and ensure their thinking was grounded in how customers were really feeling. Although the team regularly conducts qualitative research for this client, this format was new territory. They were used to observing from a distance. This time, the goal was to bring customers and stakeholders into the same space. As a long-standing partner, Angelfish understood the client’s internal dynamics and strategic priorities. From the outset, we helped shape the day using our experience of what makes stakeholder workshops genuinely insightful. Early conversations focused on what the client team needed to get out of the workshop, how stakeholders would be involved, and how to structure the day so the customer voice stayed clear, relevant and useful for decision-making. Our qualitative consultant partners, who work as an extension of the [Angelfish team](https://angelfishfieldwork.com/about-us/meet-the-team/), were brought in early to help shape the sessions and support strong moderation. Because they work closely with us across multiple projects, they already had a strong understanding of the client’s priorities and ways of working, allowing us to design a workshop that was both strategically aligned and genuinely customer led. ##  How we designed an in-store customer closeness workshop The workshop was built around shared experience in a live retail environment. Customers began with a [guided store walk](https://angelfishfieldwork.com/recruitment/accompanied-shopping/), exploring the spaces and products that caught their attention. They were encouraged to talk through what felt inspiring, what felt confusing, and what influenced their decisions in the moment. This created a natural starting point for deeper discussion. The day then moved into in-person [focus groups](https://angelfishfieldwork.com/recruitment/focus-groups/) observed by a cross-functional stakeholder team. Because everyone had just walked the same space, conversations were grounded in something tangible rather than abstract opinion. This kind of shared, in the moment human observation simply isn’t possible in remote research – it creates a level of immediacy and authenticity that drives deeper, meaningful insight. Each session closed with a structured Q&A, giving stakeholders the opportunity to explore specific areas of interest. With experienced moderation guiding the flow, discussions remained open, balanced and consumer led. ## Recruitment with customer closeness For a customer closeness case study like this, [recruitment quality](https://angelfishfieldwork.com/research-participant-recruitment/) is everything. This was not about filling seats. It was about bringing the right people into the room. Rather than over-complicating quotas, Angelfish focused on securing a broad mix of genuine customers who reflected everyday use of the brand. Household types varied, shopping behaviours differed, and levels of engagement ranged from frequent visitors to more occasional shoppers. The goal was to reflect real life. Validation calls played a critical role. Beyond confirming eligibility, they allowed us to assess confidence, clarity of thought and comfort in a live stakeholder setting. Open-ended questions gave participants space to express themselves, helping us identify those who would contribute meaningfully to a highly interactive session. Because stakeholders were present in the room, the bar was high. Customers needed to feel at ease, speak naturally and respond honestly. Careful recruitment ensured conversations felt authentic, dynamic and grounded in lived experience. The quality of the room shaped the quality of the conversation.   ## Customer closeness workshop results and outcomes The impact of the day was immediate. Stakeholders were highly engaged, referencing specific customer comments in their debriefs and continuing discussions long after each session ended. Hearing customers together created shared reference points, reducing internal interpretation and speeding up alignment. Being physically in-store changed the dynamic. Conversations were rooted in real behaviours and real environments, making insights feel tangible rather than theoretical.   The client described the approach as a game changer compared to previous remote-only research. The experience gave the team renewed confidence in their direction and highlighted the value of stepping directly into customers’ world. The shared experience of being in‑store gave the team renewed clarity and confidence. It created a momentum that carried through into their planning conversations and helped align the organisation around what customers truly value. ## Fieldwork support on the day ### Alongside recruitment, Angelfish also provided fieldwork support throughout the in‑store workshop. Two members of the team, Molly and Ellie, attended on the day to help manage the flow of sessions, welcome participants, coordinate customer–stakeholder interactions and ensure the environment felt relaxed and open for honest discussion. ### Their support meant moderators could focus fully on the conversation, while stakeholders had seamless, in‑the‑moment access to the customers they most wanted to hear from. ![1768471545331](https://info.angelfishfieldwork.com/hs-fs/hubfs/1768471545331.jpg?width=277&height=369&name=1768471545331.jpg)     ### *“Being there on the day meant we could help create the right environment - relaxed, natural and genuinely enjoyable for both customers and stakeholders. You could feel the energy shift as soon as people started talking together.”* ### *– Molly Ebdon, Fieldwork Manager*   [![Let's Talk](https://no-cache.hubspot.com/cta/default/483852/7b8fb427-add9-42bd-b91e-c360b34b4e68.png)](https://cta-redirect.hubspot.com/cta/redirect/483852/7b8fb427-add9-42bd-b91e-c360b34b4e68) Reflection from our qualitative consultant partner, Emily Hilditch of [Wonder Research](https://www.wonderresearch.co.uk/): #### *“Being in the store changed everything. The team could listen to customers, explore the implications together, and then go straight back for more, creating real momentum and insight."* The client expressed strong interest in repeating the format in the future. Hearing customers together had changed the tone and pace of internal conversations, and the team saw clear value in building this into their planning process. ## Planning a customer closeness project? At Angelfish Fieldwork, we help brands and agencies design customer closeness approaches that bring teams closer to their [target audience](https://angelfishfieldwork.com/audience-research/). From recruitment and validation through to in-person workshops and live stakeholder sessions, we focus on creating the right conditions for honest conversation and meaningful insight. Planning for the year ahead? If you’re exploring how to bring your stakeholders closer to real customers, we can help design a [customer closeness approach](https://angelfishfieldwork.com/recruitment/customer-closeness/) that works for your team, your environment and your objectives. [Let’s talk](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) about what a customer closeness project could look like for your team. ### Ready to plan your own customer closeness workshop?   [![Angelfish Fieldwork ](https://info.angelfishfieldwork.com/hs-fs/hubfs/AngelfishFieldwork%20_January2019/Images/af-wo2.png?width=200&height=68&name=af-wo2.png)](https://angelfishfieldwork.com/) [![MRS evidence matters](https://angelfishfieldwork.com/wp-content/uploads/2025/04/em-new.png)](https://www.mrs.org.uk/) [![MRS evidence matters](https://angelfishfieldwork.com/wp-content/uploads/2025/04/rac-new.png)](https://www.mrs.org.uk/learningCPD/recruiter-accreditation-scheme) [![highly commended logo white](https://angelfishfieldwork.com/wp-content/uploads/2024/08/mrs-2024.png)](https://www.mrs.org.uk/awards/oppies)[![cyberEssentials logo](https://angelfishfieldwork.com/wp-content/uploads/2023/12/cyberEssentials-logo-300x142.png)](https://www.ncsc.gov.uk/cyberessentials/overview) [![GDQ Logo](https://angelfishfieldwork.com/wp-content/uploads/2025/06/gdq-footer.png)](https://www.globaldataquality.org/excellence-pledge)[![](https://angelfishfieldwork.com/wp-content/uploads/2025/06/mrs-inclusion-wo.png)](https://www.mrs.org.uk/resources/ceo-inclusion-pledge) ##### RECRUITMENT - [ACCOMPANIED SHOPPING](https://angelfishfieldwork.com/recruitment/accompanied-shopping/) - [FOCUS GROUPS](https://angelfishfieldwork.com/recruitment/focus-groups/) - [FOCUS GROUPS LONDON](https://angelfishfieldwork.com/recruitment/focus-groups/focus-groups-london/) - [ONLINE COMMUNITIES](https://angelfishfieldwork.com/recruitment/market-research-online-communities/) - [ONLINE INTERVIEWS](https://angelfishfieldwork.com/recruitment/online-focus-groups/) - [QUALITATIVE MARKET RESEARCH](https://angelfishfieldwork.com/qualitative-market-research/) - [RECRUITMENT](https://angelfishfieldwork.com/recruitment/) - [REMOTE USER RESEARCH](https://angelfishfieldwork.com/recruitment/remote-user-research/) ##### ABOUT US - [WHAT MAKES US DIFFERENT](https://angelfishfieldwork.com/about-us/what-makes-us-different/) - [WHAT WE DO AND DON’T DO](https://angelfishfieldwork.com/about-us/what-we-do/) - [OUR COMMUNITY STATS](https://info.angelfishfieldwork.com/community-stats) - [MEET THE TEAM](https://angelfishfieldwork.com/about-us/meet-the-team/) - [LET'S TALK](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) - [FIND US](https://angelfishfieldwork.com/find-us/) - [CONTACT US](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) ##### CONTACT US [+44 (0)1242 908872](tel:01242908872) Angelfish Fieldwork, Dodo Works, 7 Ambrose Street, Cheltenham, GL50 3LH © Angelfish Fieldwork  |  [Privacy](https://angelfishfieldwork.com/privacy-policy/)  |  [Cookies](https://angelfishfieldwork.com/cookies/)  |  [Terms & Conditions ](https://angelfishfieldwork.com/terms-conditions/) |  [Find us](https://angelfishfieldwork.com/find-us/) ![](https://www.facebook.com/tr?id=2324328657786470&ev=PageView&noscript=1)