Qualitative Fieldwork

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We support the recruitment and delivery of in-person and online focus groups, including participant scheduling, venue or platform coordination, moderator support and fieldwork management.

Focus groups can be particularly useful when a project requires discussion, comparison of viewpoints, concept exploration or interaction between participants.

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We recruit and coordinate participants for one-to-one qualitative interviews with consumers, professionals and specialist audiences.

IDIs are well suited to projects requiring detailed individual experiences, sensitive subjects, complex decision-making or deeper exploration without the influence of a group setting.

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We support short- and long-term online qualitative communities, including recruitment, participant onboarding, engagement support and ongoing project management.

These studies can include diaries, tasks, discussions, photo or video uploads, feedback exercises and follow-up activities over several days or weeks.

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We can recruit participants to receive, use and evaluate products in their normal environment.

Projects can include usage periods, diaries, interviews, surveys, photo or video tasks and follow-up qualitative sessions.

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AIC Research supports mystery shopping and customer experience projects where participants assess real-world service delivery, purchase journeys or specific touchpoints.

Recruitment can be built around relevant customer profiles, behaviours or prior experience where required.

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We support research involving products, services, concepts, digital journeys and customer experiences.

This may include moderated or unmoderated testing, interviews, observation and follow-up qualitative feedback.

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Consumer closeness research gives client teams direct exposure to customers and their everyday experiences.

AIC can support recruitment and coordination for customer conversations, immersion sessions, accompanied activities, workshops and other formats designed to bring stakeholders closer to the people they serve.

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We support traditional and digital ethnographic research designed to understand behaviour in context.

This can include in-home research, mobile diaries, video tasks, photo capture, online journey documentation and longitudinal studies.

Digital ethnography is especially useful when behaviour unfolds over time or across real-life environments, while in-person ethnography can provide deeper observation within physical settings.