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Saul Ben-Zeev died at the age of 93. He was a pioneer in the market research industry, of the first qualitative research practitioners, sought after by clients ranked among the most well-known consumer marketers for his unique business insights. In the 1960’s he founded Creative Research Associates which over the years evolved into C&R Research.

In 1980, he and his business partners opened the first office that was solely dedicated to respondent recruitment and hosting focus groups. At that time, focus groups typically were held in spartan conference rooms equipped with tiny dark viewing rooms with poor sound from a crackly speaker. The creation of comfortable dedicated interviewing and viewing spaces revolutionized the qualitative research practice.

Saul led the charge in opening more and more offices under the Fieldwork name. He loved designing and building spaces. He abhorred cookie-cutter square office spaces and straight hallways. Instead, he used the potential of the diagonal, the 45-degree line that made spaces and hallways interesting and inviting. In the process, he developed a very distinctive style, look and feel for Fieldwork offices that are immediately recognizable in the industry.