NEWS28 June 2013

Field Initiatives’ Chokshi launches Ardent Fieldwork

People UK

UK — Vipul Chokshi, a long-time director of Field Initiatives, has left the company to set up a new venture, Ardent Fieldwork.

Chokshi says Ardent will deliver both qual and quant fieldwork for consumer and b2b studies, albeit with a specialism in qual.

“We mainly work with research agencies and independent consultants,” he says, “but also provide fieldwork services to other creative agencies who have a need for research.”

Chokshi spent 13 years at Field Initiatives prior to setting up Ardent. He said: “My time at FI was 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.”

The company is online at