Fieldwork

A flexible approach using the best methods for delivering robust findings

Serrula works collaboratively with clients to design and implement bespoke projects.

Serrula’s expert moderators use qualitative focus groups, in-depth interviews, ethnographic studies and creative workshops for detailed understanding, while our trained field force is experienced in retail auditing, exit surveys and hall testing, as well as face-to-face interviewing.

We can scale up to any quantitative research requirement, including fully-auditable high volume surveys.

Our digital capabilities extend beyond Zoom interviews to UX, hosted communities, video diaries and facial reaction tracking – almost all styles of research can be conducted online with our team offering 24-hour support.

Project examples

  • Exit surveys in a pop-up store in a large London shopping centre


    • 1000 participants
    • London, UK

    Facilitated and monitored a quantitative 1000-person KPI survey at a pop-up store in a major London shopping centre, on on behalf of a leading electronics brand. Completed follow-up in-person interviews with a hand-picked representative selection of visitors and reported findings.

  • Professional creatives in-depth interviews for a leading software provider


    • 100 participants
    • London, Munich and Paris

    Recruitment and moderation of 100 in-depth interviews. 50% of these ethnographic studies were conducted in respondents' workpaces. Fulfilled complex quotas, including splits across personae, professional profiles, software purchase and usage patterns.

  • Remote message testing and UX with heatmap tracking


    • 30 interviewees
    • Online, app-assisted

    Interviews with decision-makers, incorporating visitor behavior tracking sessions using an app to visually represent activity. Aimed at better understanding of website visitor needs and challenges, to guide significant product and services development investment.

  • Store experience study for a technology flagship relaunch


    • 220 interviewees
    • Oxford Street, London

    Initial exit survey of Christmas shoppers outside of a major tech retail store, including dwell time and traffic counting. Follow-up interviews with in-store floor sales managers and ‘shop along’ style in-depth interviews with selected exit survey respondents.

  • Brand attitude and product testing for a Korean cosmetics and beauty company


    • 30 focus group participants
    • London

    Focus groups with a range of demographic profiles, as well as varying interest in and usage of K-beauty products. Deliverables included real-time video links with simultaneous translation, transcripts and video, moderator reporting and client debrief.

  • Electric vehicles UK-wide study


    • 6 interviewees, plus mystery shopping visits
    • UK (nationwide)

    Comprehensive study involving in-depth interviews with car dealership sales managers and strategic specialists/sales directors, as well as a programme of mystery shopper visits to showrooms in Birmingham, Bristol, Glasgow, London and Manchester. This project produced a snapshot of current opportunities and challenges in the UK electric vehicle market.

Robust, evidence-based reporting and subtle analysis