Aims: To identify factors that undergraduate pharmacy students valued most highly in a rural clinical placement experience. Methods: Pharmacy students from four universities were invited to participate in a survey and/or focus group. A 42 item questionnaire was used in which students were asked to rate various aspects of their rural placement on a five point Likert scale. During the focus groups students were invited to explore positive and negative aspects of their rural placement and to make suggestions for future placements. Results: About 108 students responded to the questionnaire and 26 participated in the focus groups. Students rated most highly the role of the preceptor in making their rural placement a success. Two themes emerged from the focus groups which highlighted the relationship between preceptorship and learning. Conclusion: Students valued their placements highly when they were in a supportive learning environment, with an organised structure and adequately supported by the universities.