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Efficient project management and a focused field team are crucial when conducting massive qualitative research projects involving diverse audiences. At Assembled, we specialize in recruiting research participants from a wide range of backgrounds and industries, including business travelers and retirees traveling for leisure. In this blog, we’ll explore how we conducted 150+ hours of qualitative fieldwork to gain valuable insights for our clients.

Tracking Travel Experience Through Selfie Videos

To better understand the travel experiences of our research participants, we used selfie videos to capture their journeys. We asked participants to share their recent travels with us not just in a 1-1 setting but also through eight focus groups and a convenient Skype call just after their travel. This allowed us to gain a deeper understanding of their experiences and preferences.

In-Depth Interviews and Focus Groups

We conducted 10 in-depth interviews with business class travelers and eight focus groups comprising of leisure and work travelers in both low-cost and full-cost airlines. These sessions allowed us to gather valuable insights into the preferences, pain points, and expectations of travelers from different backgrounds.

Selfie-Explained Travel Journeys

In addition to the interviews and focus groups, we also asked participants to capture their travel journeys through selfie video ethnography. These videos allowed us to gain a more comprehensive understanding of their experiences, including their likes and dislikes, and to identify areas for improvement.

Efficient Project Timeline

Our comprehensive research process was completed in just four weeks, including recruitment and fieldwork. This efficient timeline allowed us to deliver valuable insights and actionable recommendations to our clients in a timely manner.


At Assembled, we understand the importance of efficient project management and a focused field team when conducting qualitative research involving varied audiences. Our innovative approach, which includes selfie videos and a combination of in-depth interviews and focus groups, allowed us to gain valuable insights into the travel experiences of our research participants.

Contact us today to learn how we can help you conduct effective research for your business.