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Qualitative Fieldwork

We’re the qualitative recruitment experts
the agencies come to first

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What we do

We’ll manage all aspects of your qualitative market research.

From taking the time to understand your objectives to flagging any issues, we’ll support you every step of the way.

We come into our own when we’re finding the best participants for your qualitative research. Whoever you’re seeking out, we’ll use our 350,000+ database alongside other tools to find high-quality respondents fitting your target demographic.

By building suitable sample pools, applying robust screening and a three-step confirmation process, we make sure respondents show up and are truly engaged. With Roots, you can be confident you’ll receive quality insights.

Our services

One size doesn’t fit all. That’s why we’ll always adapt our approach so we can best meet your brief. Thinking of a focus group, video diaries or eye tracking? Need a screener, discussion guide or research report? We’re ready to recruit for a wide range of research methodologies, but our frequently requested services include:

  • Focus group discussions
  • IDIs (in-home, in-venue and in-office)
  • Teledepths
  • Ethnographies
  • Hall tests & CLTs
  • Car clinics
  • Online communities
  • Online surveys
  • User tests
  • Assisted shops
  • Friendship pairs/triads
  • Tracking studies
  • Video diaries
  • Online/WhatsApp groups
  • Social media shadowing
  • IHUTs/product tests
  • Eye tracking
  • Vehicle test drives
  • Gogglebox style in-homes
  • Mystery shopping

Our experience

We’ve spent years working with an array of sectors. Here are just a few…

General consumer

Over spenders or serious savers? Brand loyalists or bargain lovers? Technophobes or early adopters? We have all these passionate consumers, plus many more, at our fingertips.

We’ve worked with clients on behalf of:

  • Media: BBC, Channel 4, Ofcom, Google, Facebook
  • Finance, banking and insurance: Barclays, Lloyds Bank, Yorkshire Bank, Royal Bank of Scotland, Ageas Insurance, Zurich, Allianz
  • Shopper: Unilever, Johnson & Johnson, SC Johnson, Boots, L’Oréal, Tesco, Costa, Amazon, McDonald’s
  • Telecoms and electronics: Apple, Samsung, BT, Sky, Huawei, Google Play, Bose, Bang & Olufsen
  • Kids and family: Disney, Marvel, Ben 10, Hasbro, FA, CBBC
  • Travel: P&O Cruises, Virgin Holidays, Thomas Cook



Whether it’s pick-up trucks or luxury vehicles, we supply respondents for car clinics, test drives and group discussions to determine the mood of the motoring market.

We’ve worked with clients on behalf of:

  • Ford
  • Toyota
  • Volkswagen
  • BMW
  • Mercedes
  • JLR
  • McLaren
  • Maserati
  • Nissan
  • Kia
  • MG
  • Porsche
  • Fiat
  • Peugeot
  • Lexus
  • Tesla


With our specialised B2B panel made up of business owners and qualified professionals, we recruit from an array of sectors to provide business development insights.

We’ve worked with clients on behalf of:



We’ve got a wide range of experience recruiting medical professionals and people with specific conditions. We can find the right participants and conduct projects with care and sensitivity.

We’ve worked with clients on behalf of:

  • C4 Paralympics
  • Health Service Ombudsman
  • English Federation of Disability Sport
  • NHS
  • Department of Health
  • British Heart Foundation
  • Cancer Research
  • Arthritis UK
  • Dermalex
  • Age UK
  • MedSkin

Healthcare Fieldwork

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Central Location Tests (CLTs)

Want to see how people respond to a physical product?

Whether it’s ‘sniff’, taste or touch testing, CLTs are great for finding out how people interact with products in a controlled environment. Using a central location simplifies logistics, speeds up the process and reduces costs. From providing suitable facilities to qualified interviewers, we offer the comprehensive CLT service you need to make your research a success.

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In-Home Usage Tests (IHUTs)

Looking to explore how physical products are used in a true-to-life environment?

Everything from food and drink to personal care products can be tested at home over longer periods of time. We will manage the IHUT process every step of the way: from recruitment to product delivery to conducting the follow-up study. In rare cases where things don’t go quite to plan, we’re fully trained and experienced in Adverse Effects (AE) reporting procedures.

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All our project managers are accredited under the Market Research Society (MRS) Recruiter Accreditation Scheme (RAS). So, you know we’re competent and up to date with all the latest knowledge and skills.

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Data security is our highest priority. With our ISO27001 certification and GPDR compliant enhanced information security processes, you can be confident that – whenever we use, collect, store or send your data – it’s secure.

Our Brochures

We love ensuring your market research projects run smoothly from start to finish. So read on to find out more about Roots, the recruitment company you can rely on.

Giving Back

Every project helps us fulfil our long-term company objective of giving back. So far, we've donated over £15,000. Choose Roots for your next project and you'll be supporting lots of incredible causes.

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