Work Experience in Qualitative Research: Georgia at Angelfish Fieldwork

This summer, we had the pleasure of welcoming Georgia, a Social Science student from Cardiff University, into the Angelfish team for some hands-on experience in qualitative market research.

She joined us just before our summer social (aka the Angelfish Olympics 🏆), so it’s fair to say she was thrown straight in at the deep end – and not just with the Jenga blocks! From day one, Georgia got involved in real projects for big-name brands, and we loved having her as part of the team.

We caught up with Georgia to hear about her time at Angelfish in her own words…

Why did you want to gain work experience in qualitative market research?

Qualitative is people-focused. I’ve always been interested in how people respond to different projects, experiences and ideas. I love how it goes beyond numbers and explores feelings, behaviours and thoughts in depth. It feels meaningful to be part of research where brands really want to understand how their clients feel. Qual research is like a behind-the-scenes look at how businesses connect with real people.

What kind of work have you been involved with here?

They weren’t shy about throwing me in at the deep end – but in the best way! I’ve worked on big projects for leading brands and retailers, which has been so exciting. I’ve sat in on client briefings, validation calls, and helped on everything in between.

What’s been especially rewarding is working across the full life cycle of a project – from quoting and planning to the final wrap-up. Seeing how everything comes together has been a huge learning experience. The team trusted me with real responsibilities, which has built my confidence and made the placement so valuable.

What’s been the highlight?

The team – everyone is so friendly and kind, and they’ve made me feel really welcome. The Angelfish Olympics was definitely a highlight (the Jenga game got intense!). But even just walking into the office and chatting about our weekends made me feel part of the team.

Has anything surprised you about working in qual research?

I didn’t realise how important it is to find the right people for research. It’s not just ‘women aged 25–35’ and done – sometimes you need a really specific mix.

One tricky project for a TV client needed people who watched a certain type of programme, not just TV in general. I realised that recruitment is what makes or breaks a project. If you don’t speak to the right people, even the best discussion won’t lead anywhere useful.

I actually enjoyed the challenge of meeting those quotas – it was great problem-solving!

What’s something you’ll take with you into your future career?

Building trust with people – even over the phone. Being genuine, making people feel comfortable, answering their questions.

I’ve also learned how important it is to be flexible and adapt quickly – whether that’s dealing with last-minute changes from brands or finding extra participants at short notice. And I’ve picked up problem-solving skills along the way. These will be useful wherever I go next.

What would you say to other students thinking about applying for work experience at Angelfish?

Go for it! The team are so lovely and they gave me real responsibilities that made me feel like part of the work. They pushed me to do my best without being unrealistic, and there was always support when I needed it.

I loved how Angelfish manages to be a small, friendly company while working with some really big clients. You learn directly from experienced people, and you can see the impact your work has on well-known brands.

Why work experience matters – for students and for us

Work placements aren’t just a way to fill up a CV – they’re a chance to get stuck into real projects, build confidence, and develop skills you can’t always learn in a lecture theatre.

And it’s a win for us too. We get fresh ideas, new perspectives, and the energy that comes from someone seeing our work with fresh eyes.

According to MRS, completing a work placement or internship with an MRS Company Partner (like us!) won’t just give you hands-on know-how, it’s often the thing that makes you stand out in interviews, helps you build valuable contacts, and can even lead to future opportunities within your placement company.

"From day one, Georgia threw herself into the role with enthusiasm and curiosity; exactly what we love as “Quallies”. Georgia asked thoughtful questions about how and why we work the way we do, and was always offering her help where she could. Georgia’s willingness to learn, get involved, and contribute made her an absolute asset to the team – we loved having her with us." – Lisa, Director and Co-founder

Thank you, Georgia!

We’re so glad you joined us this summer – for your ideas, your enthusiasm, and your competitive spirit at Jenga! Good luck with your final year at Cardiff, and we can’t wait to see where your future career takes you.

Thinking about a career in qualitative research? We’re always open to hearing from curious, people-focused students who want to learn more about the industry. Get in touch to find out about our work experience opportunities.

Want to learn more about qualitative research?
If Georgia’s story has sparked your interest, here are a few of our latest blogs you might enjoy:

• Inclusive Market Research Recruitment: Tips for Success

• Synthetic Respondents in Market Research: What You Need to Know

• Top Tips for Engaging Respondents in Qualitative Market Research