Fieldwork in Action
As part of the UCD Smurfit Marketing Development Practice (MDP), marketing advisors are required to conduct real world fieldwork research for clients. It is one of the most hands-on elements of the programme, designed to develop practical skills in areas such as data collection, data analysis, consumer insights, and client facing research.
In mid April, four advisors Clara, James, Fiona and Eric set out on a fieldwork trip that brought these skills to life, travelling across the west of Ireland to gather survey data.
We hit the road early on a Tuesday morning, heading towards Donegal. After a quick coffee stop to wake ourselves up, we arrived in Letterkenny a few hours later, hungry and ready to get started. Following a quick bite to eat, we split into pairs and covered three different locations, conducting surveys and engaging directly with consumers.
Once we regrouped, we continued on to Donegal Town, where we completed additional surveys before checking into our hotel. The evening was a balance of productivity and recovery, as we spent a few hours analysing responses and organising our data before heading out for a well earned dinner. With another early start ahead, it was an early night.
Wednesday morning saw us back on the road, this time heading towards Sligo. Along the way, we stopped in Bundoran, a well known surf town, to carry out more fieldwork. These moments reinforced the importance of adaptability in research, as each location brought different respondents, perspectives, and challenges.
On the way to Sligo, we made a stop at Benbulben, taking in the scenery and capturing a few photos. It was a brief pause, but a reminder of the unique experience that comes with field based research.
After arriving in Sligo, we took some time to reset with a walk out to the Keshcorran Caves. Exploring the limestone caves gave us a chance to switch off after a long day of surveying and travelling. That evening, we grabbed a quick dinner before calling it a night. By Thursday morning, we were focused on completing the final surveys in Sligo before beginning the journey back to Dublin.
This trip highlighted what makes the MDP unique as a postgraduate marketing programme, not just learning theory, but applying it in real environments. From engaging with consumers to analysing live data, fieldwork pushes advisors to develop key marketing competencies while working collaboratively under real client expectations.
