Angelfish Fieldwork

Do brands need to create products specifically for GLP-1 users?

Our latest consumer pulse suggests the answer might be more nuanced than that.

When we asked GLP-1 users what they wanted to see more of:

64% wanted more protein or fibre
53% wanted genuinely smaller packs at a fairer price
52% wanted products that support energy and muscle maintenance
51% wanted products that are easier to eat when appetite is low

What stood out was that people weren’t necessarily asking for products simply labelled “for GLP-1 users”.

They were looking for solutions to practical problems: better nutrition, less waste, appropriate portions and products that fit the way they now eat.

For brands and insight teams, the opportunity may be less about creating a new “GLP-1 category” and more about understanding the needs behind these changing behaviours.

Explore the full findings here: https://hubs.li/Q04wRXNy0

And if you’re looking to understand GLP-1 audiences for an upcoming research project, we’d be very happy to chat.

GLP-1 Consumer Insights Pulse Survey | Angelfish Fieldwork Discover what GLP-1 users told us about changing food choices, spending habits and unmet needs. Explore consumer insights for FMCG and health brands.

What if one of the biggest unmet needs around GLP-1s comes after treatment?

That was one of the most interesting themes to emerge from our recent consumer pulse.

When we asked current and previous GLP-1 users about the support they would like in future, people talked about maintaining their weight, managing appetite if it returns, meal planning, nutrition and ongoing guidance.

One respondent summed it up well:

“There is lots of support for starting but very little about maintaining your weight afterwards.”

For consumer health brands, that feels significant.

The opportunity around GLP-1s may not only be about supporting people while they’re taking medication. There’s also a bigger question around what people need to maintain new habits and progress longer term.

We’ve explored this, alongside changing food choices and spending habits, in our latest GLP-1 consumer insights piece.

Read the findings here:

GLP-1 Consumer Insights Pulse Survey | Angelfish Fieldwork Discover what GLP-1 users told us about changing food choices, spending habits and unmet needs. Explore consumer insights for FMCG and health brands.

GLP-1 users aren’t simply eating less. They’re changing what earns a place in their basket.

We recently spoke to current and previous GLP-1 users from our Angelfish Opinions community to understand how their habits are changing.

Some of the clearest shifts were around what people now look for from food and drink:

74% said higher protein had become more important
62% prioritised smaller portions or pack sizes
45% placed more importance on vitamins, minerals or nutritional value
43% said product quality mattered more

For brands and researchers, that raises an interesting question.

If people are eating less overall, does every product have to work harder to earn its place?

Our latest GLP-1 consumer pulse explores changing food choices, spending habits, unmet needs and what these shifts could mean for FMCG and consumer health brands.

Read the full findings here:

GLP-1 Consumer Insights Pulse Survey | Angelfish Fieldwork Discover what GLP-1 users told us about changing food choices, spending habits and unmet needs. Explore consumer insights for FMCG and health brands.

We’ve all done it.

Googled a symptom. Compared supplements. Tried to work out whether that ache is something to worry about or just the result of yesterday’s workout.

But ‘Doctor Google’ is changing.

Instead of scrolling through pages of search results, consumers can now ask AI a health question, get an answer in seconds and keep asking follow-up questions until they feel confident enough to make a decision.

And that has some pretty interesting implications for consumer health research.

Because by the time someone buys a supplement, explores a GLP-1 medication or speaks to a healthcare professional, they may already have spent a considerable amount of time discussing their options with AI.

So understanding what someone decided is only half the story.

Increasingly, we need to understand how they got there too.

In our latest blog, we explore how AI is reshaping consumer health behaviour, from health literacy and trust to purchasing decisions – and what that means for researchers trying to understand the people behind those decisions.

Give it a read.

AI and Consumer Behaviour | Angelfish Fieldwork Discover how AI and consumer behaviour are reshaping health decisions and what this means for consumer health research.

We’re following how attitudes towards the proposed UK under-16 social media ban change as the policy develops.

We’ll be hearing from parents, teachers and SENCOs, children and older teenagers through our Angelfish Opinions community.

We recently sent out our first pulse survey, and the results have already highlighted some interesting differences.

87% of parents support the proposed ban, but only 36% are confident it can be successfully enforced.

Support is even higher among teachers and SENCOs at 91%, while just 33% are confident in enforcement.

Among 16–18-year-olds, 71% support the proposal, while just 32% of children aged 10–15 think the ban is a good idea. And the policy may already be influencing behaviour at home, with 46% of parents saying they’ve changed their household rules around social media at least a little since hearing about the proposal.

That gap between support for action and confidence in how it might work is already one of the clearest themes from Pulse 1.

We’ve pulled together more of the findings in our latest blog, including what parents are most concerned about, what schools are already dealing with, and how children themselves view social media.

Read the full Pulse 1 results here: https://hubs.li/Q04wWstp0

You loved our Gen Alpha playbook when it first came out earlier this year – and we’ve had quite a few new faces around here since then 👋

So, if you haven’t got round to checking it out yet, consider this your reminder.

Created in collaboration with incling, the playbook explores what makes Gen Alpha tick, why online communities can work so well for this age group, and what researchers need to think about when it comes to recruiting them.

If Gen Alpha is on your research radar, it’s well worth a read.

And the best bit? It’s completely free to download.

https://hubs.li/Q04vvh0v0

“How do you know your participants are actually who they say they are?”

It is a fair question. And, as research fraud becomes more prolific, it is one we are hearing more often.

For us, participant quality is not created by one clever tool or a final check before fieldwork begins. It comes from careful community management, thoughtful screening, human judgement and a proper conversation with every shortlisted participant. In short, it is built into every stage of the recruitment process.

Our latest blog takes you behind that process.

We explore how we validate participants, what our in-house recruitment team listen for during phone calls and why sometimes the most important thing a fieldwork partner can do is have an honest conversation with the client.

A filled seat is not the same as the right participant.

How Do Qualitative Research Recruitment Agencies Verify Participants? Looking for qualitative research recruitment agencies you can trust? Discover how Angelfish Fieldwork verify and validate participants.

In research contexts, memory recall isn’t always perfect.

We summarise. We rationalise. We describe the version of our routine that makes the most sense afterwards.

Video ethnography captures something different.

The product that gets picked up, then put back. The shortcut someone has created because they don't have the time or energy for any form of friction. The everyday trade-offs people might never think to mention in an interview.

Our latest blog explores how video ethnography can help brands get closer to real behaviour, why it works so well for modern participants and what it takes to keep the insight meaningful.

Because the goal is not simply to collect data for data’s sake. It is to understand people in the moments that matter.

Video Ethnography in Customer Closeness Research | Angelfish Fieldwork Discover why video ethnography is becoming a valuable part of customer closeness research, helping brands capture real behaviour and in-the-moment insight.

Ever watched someone spend five minutes deciding between two nearly identical products?

It's fascinating.

It's also a reminder that consumers don't make decisions in neat, logical steps. They're influenced by price, packaging, habit, convenience, whoever they're shopping with... sometimes all at once.

That's why we love shopper research. It gets researchers out of the viewing facility and into the real world, where the interesting stuff actually happens.

It's one of the reasons we included it in our Customer Closeness series. If you haven't read this one yet, we'd recommend starting here.

How Shopper Research Helps Brands Get Closer to Their Customers How shopper research helps brands get closer to their customers. Explore research methods like accompanied shopping, intercepts and digital ethnography.

Wow. We know we’re good, but elite? That’s just made our day.

One of the things we’re proudest of here at Angelfish is our excellent opt-in community, which we’ve built organically over many years.

Because great research starts with great respondents.

And whilst we have plenty going on behind the scenes to make sure the participants we put forward for our clients are the best of the best, we also think participant care plays a huge role in why our community rates us so highly.

We reach out to respondents after every project to understand their experience, often passing their feedback on to the client teams we work with, as well as looking at what we did well and where we can improve.

Because participant experience matters.

Clear communication matters.

Feeling looked after matters.

And when respondents feel valued, they’re more likely to show up, engage properly, and bring their honest opinions to the research.

Which is exactly what everyone wants.

Thank you to Alisha, Santokh, and Mudassar for such lovely feedback.

Elite. We’ll take that.

Find out who is in our community here: https://hubs.li/Q04nmjt-0