What We've Done


L.L. Bean
Stop and Shop

New Business Pitches
Fieldwork is frequently retained for new business pitches. In the last few years, 80 percent of the pitches on which we worked made it into the final rounds, and 50 percent were winners. Among these were brands and products in entertainment, service, retail, and telecommunications.

Nextel Communications

Dimensionalizing the Audience

African-American moms and their perceptions of telephone technology. Perceptions of retirement among aging baby-boomers. Professional chefs and their view towards brand cookware. The “wilderness” as viewed by weekend warriors. The role of wireless technology within the lives of young adults.

The Stanley Works
Swiss Army Brands
GM Certified Used Vehicles

These are just a few of the many audiences Fieldwork has explored, mapping out the emotional geography between them, the cultures they inhabit and sustain, and the brands that potentially serve them, whether by creating and servicing cell phones, retail stores, or industrial grade food processors.

Babson College
Department of Defense

Fieldwork studies run the gamut from three-day qualitative survey done by phone to in-depth ethnographies. Since September, 2001, Fieldwork has done projects exploring online dating, drinking rituals among young adults, the role of military experience in the professional lives of veterans, trends in the the wine industry, baby boomers moving into retirement, teenage gamers, Hispanic family values, and American attitudes to 9/11, Enron, and the war in Iraq.

Media &

Sci-Fi Channel
Oxygen Media
Fortune Magazine
Lifetime Television

Positioning a Brand
In one of their earliest planning jobs, Mullen used Fieldwork for a major media group from the United States looking to expand into Great Britain. The question was this: How can a quintessential American entertainment company best position itself to be embraced by the British public? Through extensive interviews with thought leaders from mainstream and fringe theater, film, politics, and the social science, Fieldwork identified both the negatives and positive perceptions of the American media outlet.

Fieldwork found a deeply held suspicion of the entertainment company’s corporate culture, a view that ran across Great Britain’s class or ethnic lines.  Fieldwork also found cultural elements worth leveraging -- a uniquely British admiration for strong opinions. According to the thought leaders we interviewed, underneath the British reserve and polite civility runs an admiration for powerful voices and bold, colorful characters. This ranges from the raucous debates in Parliament, a deep theatrical tradition, and even the mixed social and entertainment value accorded to public arenas like Speaker’s Corner in Hyde Park.

GM Card
Lending Tree
Union Plus Card

By accentuating the attributes like strong voice, perspective and color, Fieldwork identified aspects that would imbue this American media group with universal sensibility, downplaying the company’s modern corporate ethos, which in the U.K. had negative associations

Since then, Fieldwork has continued to use a similar approach to connecting the dots between what exists, and what can be, so far as branding. The challenges are always similar. How to maintain one's core loyal audience, while at the same time creating possibilities for being more inclusive in developing brand relationships.