Field Initiatives' Chokshi Sets Up Ardent Fieldwork

Vipul Chokshi, a former director of rdsi-owned Field Initiatives (FI), has left the company after thirteen years, to set up his own qualitative and quantitative agency called Ardent Fieldwork.

Chokshi (pictured) says his new London-based firm will mainly work with research agencies and independent consultants, but will also provide consumer and B2B fieldwork services to other creative agencies. The company will focus on qualitative projects and work across various industry segments such as finance, retail, FMCG, technology, media, and social research.

Qual services include focus groups, accompanied shops, panel recruitment, and ethnography/immersion depths, while Ardent's quant offering includes online surveys, mystery shopping, product placement and recall tests, and tracking studies.

Commenting on the new venture, Chokshi said: 'My time at FI has been an amazing experience, but I wanted to move on to a new challenge. Ardent Fieldwork will be a forward thinking agency and our ambition is to set a new benchmark for market research fieldwork servicing in the future.'

Web site: www.ardentfieldwork.com .