We are all citizens,
not just data.

Latest News.

FI becomes RDSi Field and Project Management

With over 32 years of consistently and successfully managing and delivering the fieldwork needs of corporate clients all
over the world, Field Initiatives has become so much more than a ‘recruitment company’

The team has grown and diversified to meet all of the possible project management needs clients could have. From
recruitment & International project set up and management to field and tab, from The Front Room viewing studios to
the Grapevine Panel, our team has the expertise to deliver it all.

To reflect this more extensive and integrated offering, we are proud to announce that Field Initiatives is now part of the RDSi Group.

RDSi Field and Project Management; making clients’ lives easier.

Consumers just buy stuff.
Citizens participate.

We are experts in enabling brands to fulfil their role in both people’s lives and in society. We are highly agile qual and quant insight specialists working in the UK and globally.

Best in class in all we do...


  • White Space
  • Purpose
  • Development
  • Optimisation
  • Reinvention
  • Stretch


  • Early Creative
  • Digital
  • Territory Identification
  • Early Campaign Ideas
  • Media
  • Global


  • Ideation
  • Iterative Development
  • Concept Evaluation
  • Design Thinking
  • Rewind


  • Behavioural Insight
  • Need Identification
  • Cultural Insight
  • Global/Regional/Local
  • Understanding

Product experience.

  • NPD and Co-creation
  • Sensory Design & Development
  • Packaging Design & Development
  • HUTs
  • CLTs

Field services.

  • International Project Management
  • Recruitment
  • Grapevine Panel
  • The Front Room viewing and meeting rooms
  • Online hosting & Participant Management


  • Consultancy
  • Brand Rescue
  • Rewind
  • Strategic Direction

Intelligent and experienced in how we do it...

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    Combined Qualitative & Quantitative.
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    Data Analysis.
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Intelligent and experienced in how we do it...

  • Qualitative.Read More

    We understand what makes consumers respond to comms and we know how to diagnose and tease apart the strategy, execution, stimulus – we nurture ideas to help shape and evolve.

  • Quantitative.Read More

    We work with clients to help build their brands and to create consumer-centric strategies, through innovative and engaging research techniques

  • Combined Qualitative & Quantitative.Read More

    Our proprietary approach to brand tracking utilises explicit and implicit techniques within a core KPI framework, centred around the availability and relevance of your brand.

  • Digital.Read More

    Through observation, exploration and understanding, we employ our fascination for human behaviour to derive exactly what it means for your brand.

  • Data Analysis.Read More

    From conception to launch, providing guidance on sensorial delivery of the products.

  • Facilitation.Read More

    We hear ‘concepts’ but we think ‘adcepts’; a refined approach to concept testing that enables creative ideas to flourish and engages respondent’s System 1 and 2.

  • Global.Read More

    We have experience conducting research right around the globe, and bring that expertise to every project. However, we understand there are barriers to researching in-market and at such times we employ creative methods that deliver international research on a domestic budget.

  • AI.Read More

    In a world of algorithms and personalisation, segmentations are still one of the most powerful tools for understanding consumers’ needs and attitudes. We design, conduct and deliver a segmentation bespoke to your business.

  • SemioticsRead More

  • EthnographyRead More

Work, projects
& clients.

We work in strategic partnership with some of the world’s biggest brands. We’re experts in creating bespoke, tailored responses to all types of brief. We’ve picked out a few projects to showcase our expertise but it’s just the tip of the iceberg. If you’d like to see more of our work, just get in touch.

  • It is always a pleasure to work with the RDSI partners. They are very responsive, efficient and understand our business needs across multiple categories and markets across the globe. They generate deep and meaningful consumer insights and learnings that are very actionable and provide clear directions for the innovation and product development.
  • RDSi always deliver deep, actionable insights – getting to the very core of the consumer truth. These learnings are always embedded in a consumer story so you understand why you get such a result and where the consumer wants to be taken to.
  • RDSi’s reports are a pleasure to read and their presentations are always well prepared, engaging as well as concise and to the point.
  • The RDSi team is incredibly flexible and no matter who works on your project they are always up to the same high standards.
  • The whole team at RDSi has a clear understanding of our business and business objectives which makes working in partnership with the client team to distil clear research objectives and identify optimal research approach, very effective. This results in a clear and actionable design direction to support NPD/Product Development.
  • RDSi is consistently innovative, developing a broad portfolio of research methodologies to address business and research objectives. They are naturally adaptable and flexible which means they can always find and deliver an approach to respond to changing business needs and external environment.
  • The team at RDSi are truly specialists in Ideal Product Model methodologies and in delivering design and formulation direction.
  • Working with RDSi has been a pleasure. They have been a fantastic partner in both qualitative and quantitative research and I can’t recommend them enough!
  • I have worked on many projects with RDSI over the past 3 years. On each occasion, they have surpassed my expectations providing expert guidance to develop the optimum design, a flexible approach to incorporate our many needs together with excellent attention to detail. The processes and protocols we have are highly demanding and they have always met these exacting requirements.
  • The dedicated teams at RDSi work closely with us at each stage to collaborate, involve and strengthen our consumer understandings. Their debriefs are insightful and clear. They strive to meet our needs by using a broad range of methods from community panels and focus groups and usage data to provide insights together with creative stimulus, and inspiring videos/verbatims that also to educate and inspire teams/ management.
  • RDSI are true partners, they never paint by numbers but get underneath our business issues and work with us to build the right plan to get to some amazing answers.
  • The RDSi team is incredibly dedicated to supporting our consumer obsession. Their expertise in human understanding, coupled with finding smart and agile solutions to our needs means they remain a highly valued partner for us.
  • My experiences working with RDSi for the last two years have been exceptional. A professional team that has brought outstanding insight to the brand. I love working with them because they make sure they understand each project from the beginning, so they know what to focus on. They have strong attention to detail, great teamwork and the outcomes are always clear and concise. RDSi is our first choice for qualitative research – an amazing team to work with!!

Thought leadership. Opinion. Blog.

The more you learn, the more you want to know. New issues to explore. New questions to ask. New challenges to meet. So, to help us stay sharp and savvy, we invest in our own thought leadership projects. It feeds our curiosity and informs our work.

  • Long Live The Citizen.

    The near constantly publicised horror created by decades of mindless consumption and reckless waste is penetrating deeply into the consciousness of consumers. It is slowly...

    Read More

    Decoding Gen Z

    There’s a reason Gen Z are so fascinating for us and our clients – they are the generation that is sneaking up fast on the...

    Read More

  • Plastics: a fresh(er) perspective

    As part of our research into the effects of the plastic crisis on consumer behaviour, we recently published an article called The Ethical Tipping Point:...

    Read More

    The Ethical Consumer and Alcohol

    The near constantly publicised horror created by decades of mindless consumption and reckless waste is penetrating deeply into the consciousness of consumers. It is slowly...

    Read More

  • The Transformation of Digital Qual

    Digital qual certainly isn’t a new concept in the world of market research, but it is one that continues to evolve and have bigger implications...

    Read More

    The Over 50s Generation: Welcome to the liberating lifestage

    To quench our unwavering desire to understand people, RDSi frequently conduct our own exploratory research into misunderstood consumers. When it came to selecting our subject...

    Read More

  • Millennials Mindcast: Autumn Update

    Our millennials qualitative digital hub is now well underway! We’re aiming to get an in-depth understanding of the behaviours, habits and user experiences of our...

    Read More

    Millenial Mindcast: Now Live

    Our new trailblazing digital community following the lives of millennials is now live! Over the next few months, we will be keeping in touch with...

    Read More

  • Uncovering the lives of the over 50s

    The over 50s are a diverse, nuanced group, dealing with a wide range of issues from retirement and health challenges through to finding love again. ...

    Read More

    Rites of Fatherhood

      RDSi get up close and personal with Dad2015!  This new breed of hands-on fathers nurture, cook and shop, and bring their own aspirations and...

    Read More

  • Delight

    Seven commandments you can follow to delight your customers. This interactive session focuses only on delight that has real impact on behaviour, attitude and loyalty....

    Read More

    Living Sustainably

    RDSi have been tracking issues surrounding sustainable living since 2008, most recently developing Living Sustainably. Our recent online qualitative forum has helped unearth the tangible...

    Read More

  • From Gatekeeper to CEO

    Mum is no longer just Gatekeeper of the household, she is actively running it; She is CEO. This qualitative self-funded study dives into the world...

    Read More

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Meet the team.

Kat Copsey.

Managing Director.

Kat is a qualitative expert, our RDSi Managing Director, and takes charge of all things HR. Having competed for Great Britain as a triathlete, it seems only natural that Kat should manage the project cycle, run the company, and keep us all getting along swimmingly.

Emma O'Connell.

Board Director.

Emma is a highly experienced qualitative researcher and RDSi Board Director. Emma’s love for observing human behaviour extends beyond Homo sapiens; she’s seen gorillas in Rwanda and orangutans in Borneo as part of her love for conservation biology.

Tim Gowing.

Board Director.

Tim is one of our senior quantitative directors and a member of the RDSi Board. At weekends, Tim competes in downhill mountain bike racing, so he’s pretty good at things like risk analysis and getting places fast.

Davina O’Donoghue.

Board Director.

Davina is a hard-hitting qualitative Board Director, skilled in managing heavyweight projects and delivering punchy debriefs. In her spare time, Davina ducks and dives in the boxing ring.

Steve Brown.

Board Member.

As a non-executive Board Member, and with an oversight on the RDSi accounts, Steve has to keep us on course when things are going smoothly and when life throws up the odd mogul. As a passionate skier, he is more than prepared for the challenge.

Caroline McHugh.

Research Director.

Caroline manages both quantitative and qualitative projects. Her passion for peaks and troughs straddles both research and winter sports.

Work for us.

If you’re interesting, we’re interested.

Find us.

We work internationally and nationwide,
with offices in both London and Leeds.


359 City Road, London, EC1V 1LR



Calls Wharf, 2 The Calls, Leeds, LS2 7JU