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RFQ 2558 - Qual - B2C Web IDIs - Apparel - DE.ES.GB.NL.RU.US

Research Topic

General

Understanding consumer behaviour in the tops, loungewear, and casual wear categories across multiple global markets. This study aims to evaluate wardrobe preferences, purchase journeys, fabric perceptions, and category shifts across different audience groups.

Tops cover at least the chest, but which usually cover most of the upper human body between the neck and the waistline.The bottom of tops can be as short as mid-torso, or as long as mid-thigh.

Loungewear is comfortable, relaxed-fitting clothing designed for wear at home, though more stylish versions can be worn out for errands or casual events. It is a category between pyjamas and athletic wear, prioritising softness, loose fits, and comfort for activities like relaxing or lounging. Examples include soft pants, hoodies, t-shirts, and robes, often made from breathable fabrics.

Casual wear is comfortable, informal apparel that is not worn for formal occasions like business meetings or ceremonies. It emphasises comfort and personal expression and includes items like jeans and t-shirts. It is distinct from more formal categories like "smart casual," "business casual," and "formal wear". Casual wear is a broader category that may cross over into tops and loungewear.

Specifics

Psychographics, motivations, wardrobe choices, climate sensitivity in clothing, fabric beliefs, buying triggers, channel preference, pain points, care habits, durability expectations, and price-value perceptions.

Research Locations

Specific cities:

Germany: Munich.
The Netherlands: Amsterdam.
Russia: Moscow.
Spain: Barcelona.
USA: New York and Los Angeles.
UK: London.

Target Respondents

Women (25–45 years) – Users of tops.
Couples (25–45 years) – Users/buyers of loungewear.
Senior couples (60+ years) – Users of casual wear.
Purchased relevant category in last 3 months.
High-street brand users (Zara, Mango, M&S, Uniqlo, H&M, GAP etc.).
Mid or mid–upper income segment.
Mix of working and non-working consumers.
Balanced online/offline shoppers.
For loungewear: mix of couples with and without kids.
Ethnicity mix (as relevant for each city).

Research Methodology

Online IDIs (audio and video).
9 web IDIs per city.
Expected duration of IDIs averages 60 minutes.
Moderation in local language.
Screen recorded.
Recruitment through free-find.

Distribution of Respondents per City

3 women (25–45 years) – Users of tops.
3 couples (25–45 years) – Users/buyers of loungewear.
3 senior couples (60+ years) – Users of casual wear.

Quality Control

Ensuring respondents are who they claim to be in terms of screening criteria.

Required Service from Survey Partner

Recruitment.
Completion of online recruitment screener.
Quality control.
Incentives and their distribution to respondents.
Attending 45 minutes' online moderating briefing.
Moderating.
Web meeting platform.
English transcripts (optional).
Content analysis and reporting (optional).

Client/WRA Responsibilities

45-minute moderator briefing.
Online recruitment screener in local language.
Discussion guide and potential stimulus material in local language.

Tactile Outputs

English transcripts.
PowerPoint report.

Project Timeline

Q4 2025.

Client Type

Market research agency.

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	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$
Amsterdam	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$
Barcelona	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$
London	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$
Los Angeles	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$
Moscow	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$
Munich	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$
New York	Recruiting/incentives/web streaming: US$ per session:	Moderating: US$ per session:	English transcripts: US$ per session:	Content analysis/reporting for all IDIs: US$	Project management/briefing	Other for all IDIs: US$

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	Amsterdam	Barcelona	London	Los Angeles	Moscow	Munich	New York
Set up	Amsterdam	Barcelona	London	Los Angeles	Moscow	Munich	New York
Pre-recruitment	Amsterdam	Barcelona	London	Los Angeles	Moscow	Munich	New York
Moderating/recruitment mop up	Amsterdam	Barcelona	London	Los Angeles	Moscow	Munich	New York
Transcripts	Amsterdam	Barcelona	London	Los Angeles	Moscow	Munich	New York
Content analysis/reporting	Amsterdam	Barcelona	London	Los Angeles	Moscow	Munich	New York

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