Bringing Insight to Life Through Fieldwork and Onsite Depths

At Scotinform, we believe that some insights can only be uncovered by being there – in the environment, with the people, and at the moment that matters. Our fieldwork and onsite depth interviewing programmes are designed to reach participants who might otherwise be missed, and to capture rich, contextual feedback that strengthens every stage of our clients’ decision making.

Reaching People Others Miss

For SEPA, we were tasked with gathering views from individuals who were outside the core community or who had limited digital access. To ensure these voices were included, our fieldwork team conducted face to face surveys with beachgoers in Portobello, Ayr and St Andrews. Drawing on our own experience as wild swimmers, we shaped a methodology that reflected real behaviour: scheduling shifts around peak swimming times, recognising that swimmers often arrive in groups, and working within the small window before they became too cold to chat. Speaking to people about the water just as they emerged from it gave an immediacy and relevance to the research that we could not otherwise have gained. Our flexibility extended to business depth interviews, with these taking place in person on location at the waterfront rather than by phone as originally planned.

Supporting Visitor Experience Research

Our fieldworkers also played a key role at Newhailes Estate, where they engaged visitors in short, structured conversations about their experience of the site. Using tablets to complete a simple online survey on behalf of each participant ensured consistency, accuracy and a smooth visitor interaction – even during busy periods. We were also able to capture the views of those who were not ‘in the system’ – they were not members, they were not buying a ticket, they hadn’t shared their email address, but their views were important. We couldn’t have found them any other way.

At The Hunterian Museum and Art Gallery, we delivered a programme of onsite depth interviews to explore how visitors engaged with both venues. A dedicated fieldworker approached visitors on arrival or departure and guided them to a quiet space for a relaxed conversation with a Scotinformer. Whether speaking individually or in pairs, participants were encouraged to reflect on their visit over a cup of tea and a biscuit – a small touch that helped create a comfortable, open atmosphere.

Capturing Authentic Reactions in Real Time

For the Royal Botanic Garden Edinburgh (RBGE), we conducted face-to-face depth interviews with volunteers to inform the future direction of the volunteer programme. Participants were recruited internally by RBGE’s Volunteer Coordinator, ensuring we engaged individuals with direct, lived experience of the programme. This approach enabled us to gather considered, first-hand insights, grounded in volunteers’ day-to-day involvement and shaped by their real-time reflections within the garden setting.

Why Scotinform?

Across all projects, our fieldwork and onsite depth programmes share the same principles: empathy, flexibility, and a commitment to capturing insight where it naturally occurs. Whether on a beach, in a museum, or on a busy city street, Scotinform brings research off the page and into the real world – ensuring every voice is heard.