Expert field management in Italy, respondent recruitment, viewing facilities & usability labs


Rome Field & Research International


RFR since 2002

About us

Our vision, our objectives and our best solutions for your projects

Rome Field and Research International (RFR International) was founded in 2002 to support national and international market research companies and research users. Our team is made of highly trained professionals, that have spent the most part of their careers working in the marketing sector around the world. Our objective is to assist those who want to include Italy in their research project. We can take on all your fieldwork requirements: translation of research material, recruitment (with particular specialization in recruitment using client-provided lists), incentive handling, moderation, simultaneous translation, note-taking, transcriptions, analysis and reporting, data processing and elaboration.

Our expertise in qualitative and quantitative research, across a range of sectors, makes us a reliable partner in coordinating your fieldwork activities. We specialize in setting up and managing focus groups, IDIs in central location and in-field, telephone interviews, ethnographic interviews, quantitative at-home interviews, web usability tests and desk research.

What we do


RFR International is your reliable partner in setting up and managing all conventional research methods: focus groups, ethnographic interviews, IDIs, pre-recruit to facility, desk research and usability tests. Studies can be conducted at one of our central locations or out in the field, in person or remotely.

In keeping up-to-date with the latest technologies, we can also assist you with innovative, web-based solutions such as diaries, forums and communities.

Extensive range of services:

  • Recruitment
  • Incentive distribution
  • Moderation
  • Design and translation of research materials
  • Simultaneous translation
  • Note-taking
  • Transcriptions
  • Analysis and reporting
  • Data processing
  • Editing and coding

Research & Consultancy

Our objective is to assist our clients in developing successful businesses using research as a tool for better market decision making.

Our know-how allows us to custom-tailor and design your research and/or carry out the selected methodology of the client timely and cost-efficiently while maintaining the highest of quality standards.

We are able to carry out research in the following areas:

  • Medical / pharmaceutical
  • Communication
  • Social media
  • Agricultural
  • Information Technology
  • Finance
  • Packaging / Design / Branding
  • B2B and B2C
  • Concept / Positioning
  • Customer Satisfaction


Securing the right participants is number one priority for the success of a research and that is why we constantly invest in our panels:

Identiclic for consumer goods and B2B projects
Identipharma for medical-pharmaceutical projects

Our knowledge and experience in recruitment, together with rigorous internal selection and validation procedures, enables us to offer accurate and timely recruitment in various industry areas.

One of our other strong points is our vast experience in recruitment from client-supplied contact list.

  • Identiclic: 9,500 highly profiled individuals
  • Identipharma: 5,500 healthcare professionals

UX Experience
Technology made human

Understanding the emotional aspects, personal perceptions and behavior of end-users is essential for companies to build products and services that work.

For your UX projects, our range of deliverables include:

  • Lab equipment for desktop/mobile usability tests
  • Custom-tailored research design
  • Moderation of test sessions
  • 'Personas' definition and recruitment
  • Analysis and reporting
  • Video recordings and screen captures
UX Experience

Our portable usability lab equipment offers the possibility to carry out tests not only at our venue but also at your offices, the respondents' location or even remotely.

Our location
We look forward to hosting your next project at our facility

Our viewing studio is situated in the center of Rome, within an elegant, epoch-period building, conveniently close to one of the city's underground lines.

The facility has two meeting rooms and two viewing rooms with observation through one-way mirrors. Room set-up can be customized for specific requirements such as creative workshops and informal groups with children.

The venue offers: two high-speed WIFI connections, video projector, video streaming, video conferencing, audio and video digital recording. The location is equipped with a kitchen and independent entrance making it suitable also for quantitative tests using street-intercept recruitment. Our site treats its visitors with a private garden and patio area.

Thanks to long-standing partnerships with numerous other venues, we can facilitate market research in a number of main Italian cities.

GoToMeeting RFR Video Streaming Focus Vision
Meeting Room 1


Meeting Room 1

Multifunctional meeting room with two one-way mirrors; appropriate also for briefing and debriefing sessions.

Meeting Room 2


Meeting Room 2

Meeting room with one-way mirror and modular table, adjustable for both quantitative and qualitative studies.

Observation Room 1


Observation Room 1

Suite designed to accommodate larger groups of observers, equipped with an interpreter station and a dedicated WIFI connection.

Observation Room 2


Observation Room 2

Observation suite with two one-way mirrors offering clients the opportunity of watching two sessions in different interview rooms simultaneously.




Kitchen for taste tests, respondent refreshments and catering services.




Our facility is located in a recently renovated, elegant epoch-period building. We treat our visitors with a private garden and patio area.

Lab Equipment


Lab Equipment

Example set-up for usability sessions. Set-up can be accommodated for PC and mobile testing and sessions can be audio and video recorded.

Informal set-up


Informal set-up

Areas can be personalized to suit your specific requirements such as living room set-up.

Meet our team

Silvana Azzari

Silvana Azzari

Managing Director and Field Manager

Over thirty years professional background in the market research sector. In the early 1980's she began as a free-lance interviewer for some of the most renowned market research institutes in Italy including Mesomark Group, Art, Demoskopea, Ipsos, Doxa and Millward Brown. In the early 1990's she took on the role of central location supervisor for a number of prestigious institutes. Since 1998 she is specialized as Field Manager coordinating large-scale projects, also at an international level. A quality-oriented, highly skilled and professional individual with acute organizational abilities. A problem-solver able to anticipate potential 'potholes' and take preventive measures so project flow remains smooth at all times.

Silvia Franci

Silvia Franci

Managing Director and Operations Manager

An individual with particular attention in ensuring the efficient and smooth running of company operations and projects. Has been applying her operational know-how in the market research sector for almost 15 years. Possesses valuable organizational and project management skills with an ability to multitask. Apt to look at the wider picture and devise priorities that meet company goals. Proven experience in driving teams to reach their targets, deliver projects on time and within budget. Vast familiarity in resource and productivity management that ensure high standards of work. Her background also includes a decade of key roles such as Senior Life Planner in the Insurance sector and Production Assistant in movie productions.

Giovanna Grillo

Giovanna Grillo

Managing Director and International Research Manager

A Project Director in the market research industry for 15 years with strong interpersonal relations skills and accustomed to dealing with an international clientele. Holds a Bachelor of Arts in Business Administration with a major in Marketing and a Master of Science in Management earned at Boston University. Has acquired extensive experience working as the manager of marketing, sales and communication departments of various international companies both in the United States and in Italy. A team leader accustomed to work under pressure and to meet deadlines, attentive to detail and accuracy. Strong business development skills with a proven track record in improving customer satisfaction and loyalty. Giovanna Grillo is member of Esomar, AQR, PMRG.

Federica Verde

Federica Verde

Web Marketing Manager and Field Assistant

Qualitative and Quantitative Research Field Assistant since 2014. Responsible for: selection of participants for research projects and UX test sessions, digitization of the recruitment process, management of the Identiclic and Identipharma panels and web communication activities.
In 2013, earned an Economics and Business Management Degree with Marketing Major from the University of Rome LUISS; obtaining specialized training in the areas of Digital Marketing and Social Media Management. Driven by determination and passion, her ultimate goal is the success of research projects maintaining high quality standards.

We are very fortunate to have formed over the years solid partnerships with our clients.
We pride ourselves at being responsive and we always try our best to incorporate our client's feedback into our activities to improve the services we offer.
Here is what some of our clients have to say about us...

Fiorente Global
Fifth Beat
Nutcracher Research
Jaunty Consulting
Issues & Answers
User Test Lab

Contact us