Our large qualitative research agency team are on hand to help with all your research queries. We’ve got years of experience working with big brands, large agencies and boutique market research companies. Our award-winning research team has been recognised throughout our industry, with a reputation for lateral thinking and problem solving that seeks to answer the questions at the heart of your brief.

We provide a tailored approach which begins from our earliest conversations and continues with your dedicated project manager who will keep you updated throughout the research process.

We’re adept at managing all aspects of market research logistics but, when it comes to qualitative research, our agency relishes any opportunity to find those participants who will really light up your project. We have our own in-house recruitment team with access to a national database of over 100,000 participants but can go beyond this to find niche or hard to reach people for any type of research.

We’re happy to discuss any research methodology and will provide transparent and practical advice on the feasibility of your project. Some of the more common types of qualitative market research services we regularly provide are:

  • Focus Groups
  • Interviews and IDI’s
  • Workshops
  • In-home research
  • Online Communities
  • Accompanied Shops
  • Customer and Stakeholder Events
  • Recruitment from Client Lists


We want to make working with us as easy as possible and are known among qualititative research companies for offering transparent and pragmatic support at every stage of the research process. Here’s some of what you can expect from our qualitative agency team at Acumen:

  • As soon as we receive your brief we will get to work creating a full schedule to deliver your project within the times and budgets you need.
  • We will create all documentation, including screening questionnaires and supporting paperwork.
  • We will use our network of over 700 recruiters throughout the UK to put your project into field and find the participants needed.
  • Your dedicated project manager will keep you updated at all stages of the recruitment process.
  • We will source venues and, where required, people to assist you on the day of your research.
  • We will verify each person recruited for your research through Acumonitor and pre-check participants to ensure they meet the research criteria.
  • Once recruitment is completed you will receive full participant profiles ahead of your research taking place.

To know more about our qualitative resarch services contact Gemma Shevlin on 0161 234 9940 or email gemma.shevlin@acumenfieldwork.com



Becki Pickering

Fieldwork Director

As the Fieldwork Director at Acumen, Becki is responsible for overseeing the qual, quant and healthcare departments and is often the main point of contact for all international research projects. Having been recently elected to the board of the AQR Becki will be sharing some of the knowledge she’s gained during her years in the industry, working with a range of clients on a variety of projects, at research related events and through AQR led initiatives.


Gemma Shevlin

Head of Qualitative Fieldwork

Gemma heads up our busy and thriving qualitative team overseeing the work our project managers in addition to handling her own roster of clients and research projects. A born organiser, Gemma is happiest when she’s working on big multi-stage projects or studies which are logistically challenging. Beyond the day to day demands of her role, Gemma is keen to initiate conversations within the industry, whether that’s providing training to recruiters throughout the UK or speaking to clients about new and innovative approaches to recruitment.


Sam Garlick

Senior Fieldwork Manager

As a Senior Fieldwork Manager on the qualitative team, Sam is responsible for working with clients on both UK and international research projects. Sam initially joined Acumen working as a recruiter in Research Opinions, gaining invaluable knowledge on what it takes to recruit high quality participants. All of this knowledge has been put to good use on her own projects, as she’s developed a knack for market research with a slightly trickier brief, contributing to Acumen winning in the Best Data Collection (F2F) Award at the 2018 Operations Awards.


Maria Ashraf

Senior Fieldwork Manager

Maria works as one of our Senior Fieldwork Managers in Acumen’s qualitative team, working on a wide range of projects and providing training to new members of the team. Maria has demonstrated a real flair for projects with a more complex brief or hard to reach recruitment. She’s been known to find early adopters of new music trends, before it’s become a trend, as well as working on projects which involve economically disadvantaged communities. She combines her natural curiosity for hearing people’s stories with a tenacious approach to recruitment, making even the most challenging projects possible.


Kelsey Owen

Senior Fieldwork Manager

Kelsey joined Acumen’s qualitative team after getting a taste for market research in her former role in Research Opinions. The experience she gained as a recruiter has really helped in her current role managing the fieldwork for a wide variety of clients in Acumen. What Kelsey loves about her work is that she gets to learn about so many new and interesting products but says the biggest reward is when she works on projects which speak to people who might be marginalised or underrepresented in society.


Holly Slater

Senior Fieldwork Manager

Holly came to Acumen after working in the market research industry for a number of years, bringing a significant amount of knowledge and expertise to her role in the qualitative department. While the variety of the work is what continually motivates her, she also loves that market research is the rawest way of gaining insights into new products and concepts. Holly particularly enjoys retail projects with one to one sessions because it’s fascinating to hear things directly from the shopper’s perspective.