© 2017 Indiefield


Consumer research is a science in its own right. Utilising a broad array of techniques, we conduct studies that help our clients meet the demands of consumers through the highest level of scientific research and technology available.

We Found Them

We know where your consumers are. It may mean we need to go to a trendy bar on a Friday evening, stand outside a supermarket on a Saturday morning, telephone them in the evening or email them your survey. Whatever approach is required you can be sure that our ability to find the consumers you need is unrivalled.


From its extraction through sale, use and disposal, all the stuff in our lives affects communities at home and abroad, yet most of this is hidden from view. It’s locked away in the mind of the consumer. Using every methodology we have at our disposal we can help you apply the correct research technique to make sure you get the most from your research.

Our Clients Say

“Great service, professional and turned round very quickly (and adapted quickly to last minute changes too).”

Maria Barnett, Asda

Case Studies

The initial recruitment was to central location test in Greater London and Manchester. The project was divided into various cells and each cell did a competitive-context shelf impact quant test depending on their respective bottle (new or old, brand X or brand Y).

This only took about ten minutes and was conducted one respondent at a time so respondents could browse the shelves at their leisure.

After the shelf impact test, each respondent took home 3 test bottles (the same type of bottle as was in their shelf impact test) in a supermarket style bottle carrier with instructions plus information on a self-completion questionnaire that was completed at the end of the week. We organised for this questionnaire to be available online for the respondents.

We asked respondents not to throw away the empties as we wanted them to do a head-to-head of the two test bottles at the end of test week 2.

After a week respondents returned to the venue (in London we used our office to keep costs down for the client) and collected a second box containing their second batch of 3 bottles as per their specific test rotation. Respondents then completed another online questionnaire at the end of week 2.

In week 3, an Indiefield interviewer, with the respondent’s completed online questionnaire in front of them, telephoned the respondent and probed their open-ended questions. Our client then selected enough respondents to conduct 8 mini groups.

Working for Holden Pearmain we recently conducted a high profile survey to be used by Ofcom.

This was a willingness to pay study in relation to television viewing. It involved 2,000 CAPI interviews across the UK. The questionnaire contained some basic Gabor Granger exercises to assess willingness to pay.

The sample was representative of UK adults aged 16+ and, in order to achieve this, a stratified sample was required. We split the sample geographically by region. We also split the sample by urban vs rural and by deprivation levels. We ensured at least 300 interviews per nation and across five pre-defined ethnic minority groups we ensured that we interviewed at least 100 per group.

This was a study of 1,000 people (mixed mode CAPI and online) which included the coding of an algorithm that screened out people based on what forms of communications they use most of the time.

All the respondents were regular users of mobile phones and / or the internet for socialising / staying in touch / sharing experiences (e.g. online gaming with other players) or exchanging things (e.g. photos) with other people.

We applied some basic demographic quotas to ensure sample is relatively representative of mobile phone users and internet users (we applied age, gender, social grade and region).

This was one of those jobs that we love to work on. It was a series of focus groups and depth interviews lasting 1 hour each.

Our target sample was female respondents aged between 28-48 years old. All respondents had to use black mascara for volume at least four to five times a week. None of them should use waterproof mascara and they all needed to be upper or middle class.

The project was divided into two segments. Females who seek volume for their eye lashes and who are using Max Factors False Lash Effect mascara and Females who seek volume for their eye lashes and who are using one of the following mascara volume products: Volume Flash Rimmel, Glam Eyes Rimmel, More Lashes Max Factor, Masterpiece Max Factor, 2000 calories Max Factor, Intense Volume Boots 7, Volume Xpress Maybelline, Colossal Maybelline, Lash Architect L’Oreal, Extra Volume Collagene L’Oreal (we had to make sure there was a good spread of brands in each group).

The feedback from the client on the quality of the respondents we recruited for them was excellent.

The aim of the study was to understand how 3 technically different packs stand up to normal usage by fragrance consultants and promoters.

We recruited 30 female respondents to pose as consultants or fragrance promotion staff. All the respondents had to be beautifully presented with an enthusiasm for fragrances.

The “consultants” were then briefed for over an hour on the task. The briefing covered an overview of what is required of them throughout the test, a short training session about the fragrance and the brand. They ended up armed with the information they might need if asked by consumers. They were also given a dress code, which was strictly adhered to.

Half of the consultants will be given one pack design and half another, with instructions to switch pack every hour with a colleague (to ensure randomisation of different nuances in handling).

The consultants had to note down any observations related to the pack at the end of each time period with a particular pack i.e. after each hour. Key direct questions were asked in the form of a short questionnaire. They set themselves up outside a number of prime locations in London for 1 day. They had to recreate the “fragrance promotion staff” behaviour as seen in stores e.g. by spraying fragrance onto sample cards.

The consultants used their packs until it was out of product (this took a few hours) and the results were collated and shared with the client by close of business the day after the test was completed.

We needed to find usability subjects on a project testing for users’ perception of current functionality, with a view to possible implementation of additional design concept and new functionality to aid language practice, where deemed beneficial.

Our client was watching users as they navigate the pages and listen to the audio, print and download the phrases. They were asking users for their initial impressions and opinions on the current functionality and ways in which it could be enhanced and improved.

Our clients then showed them several interactive activities that are used elsewhere on the BBC site, which could help to engage and assist with consolidation of what they have already learnt. The respondents we recruited had to match criteria that included being interested in learning a language and not being involved with web design. There were various levels of computer literacy required as well as a sub-quota on users of the current BBC website.