Field Mouse Research Ltd

What Field Mouse Research Ltd does

Field Mouse Research Ltd (trading as FieldMouse) is a UK private limited company founded in 2018 by Sarah Morris and Paul Flatters. It operates as a B2B fieldwork recruitment agency for the market research industry, specialising in sourcing qualitative research participants from rural, regional, and rarely heard communities across the United Kingdom. The company serves UK research companies (including Blue Marble, Trajectory, Deep Blue Thinking, Jigsaw, Thinks Insight and Strategy, and Community Research) as well as government departments, regulators, and utilities companies.

FieldMouse's core technology is a curated nationwide participant panel of approximately 6,000 vetted individuals spanning all 92 UK counties, supplemented by the Opinion Harvester exclusive panel of 600 verified UK farmers delivered through digital partner Potentia Insight. The infrastructure relies on a distributed network of Field Agents embedded in local rural communities rather than a centralised platform. Participant verification is conducted manually by phone, and participant communications are managed through Mailchimp. The company operates fully remotely with core team members based across Lancashire, Sussex, Wales and Yorkshire, with face-to-face activity centred in Montgomery on the Welsh Borders for hosting focus groups and quarterly team sessions.

The business model is professional services-based with quote-based project pricing. Revenue streams include participant recruitment for telephone interviews, online interviews, face-to-face depth interviews, focus groups, deliberative workshops and longitudinal studies; focus group hosting in Wales, the Borders and Southern England; venue sourcing and fieldwork logistics across the UK; B2B recruitment for agriculture and rural businesses; and incentive handling on behalf of clients. The company holds MRS Company Partner status and MRS AQR Recruiter Accreditation Scheme accreditation, and won the inaugural MRS Operations Award for Recruitment Excellence in 2023. No external funding has been disclosed and the company remains founder-owned.

Name

Field Mouse Research Ltd

Legal name

FieldMouse Research Limited

Website

https://fmresearch.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Market Research Fieldwork Services

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

akta.pro secondary industries

Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD), Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Fieldwork recruitment services
• Qualitative market research
• Participant recruitment agency
• Rural research panel
• Focus group recruitment

Headquarters

HQ city

Cefn-y-bedd

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Fieldwork Recruitment Services: Provides participant recruitment services for qualitative research projects including telephone interviews, online interviews, face-to-face depth interviews, focus groups, deliberative workshops and longitudinal studies. Clients include the UK's leading research companies, government departments, regulators and utilities companies.
2. Focus Group Hosting: Focus group hosting services anywhere in Wales and the Borders and Southern England, with other locations often possible.
3. Venue Sourcing and Logistics: Focus group venue sourcing and fieldwork logistics support anywhere in the UK including rural and remote locations.
4. Incentive Handling: FieldMouse can pay all research participation incentives on behalf of clients to ensure positive participant experience.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

FieldMouse Research is a UK fieldwork agency that recruits participants for qualitative market and social research, with a particular specialism in rural, regional, and rarely heard audiences. It delivers participant recruitment for telephone interviews, online interviews, face-to-face depth interviews, focus groups, deliberative workshops, and longitudinal studies, alongside focus group hosting, venue sourcing, and incentive handling. The agency operates the Opinion Harvester panel, an exclusive community of verified UK farmers recruited for agricultural research.

Product overview

FieldMouse Research operates as a single unified fieldwork agency offering participant recruitment services for qualitative market and social research. Their primary service is the FieldMouse Research fieldwork recruitment service, supplemented by Opinion Harvester, a specialized UK farming panel. Services include recruitment for depth interviews, focus groups, deliberative workshops, and longitudinal studies; focus group hosting in Wales and Southern England; B2B recruitment focused on agriculture and rural businesses; a nationwide panel of approximately 6,000 participants; and incentive handling for research participants.

Differentiator

Problem solved

Functional benefit

Brands

• Opinion Harvester: An exclusive market research panel of UK farmers owned by FieldMouse, with online surveys delivered by digital partner Potentia Insight.

Products and services

• FieldMouse Research Fieldwork Recruitment B2B fieldwork recruitment service for qualitative market and social research in the UK, delivering participant recruitment for telephone interviews, online interviews, face-to-face depth interviews, focus groups, deliberative workshops, and longitudinal studies, supported by focus group hosting, venue sourcing, and incentive handling. Targeted at research companies, government departments, regulators, and utilities companies needing access to rural, regional, and rarely heard voices.
• Opinion Harvester Exclusive UK farming market research panel of approximately 600 verified farmers owned by FieldMouse, with online surveys delivered by digital partner Potentia Insight. All registrations are manually verified by FieldMouse with a follow-up phone call to protect panel quality. Used by research buyers seeking farmer perspectives on issues including climate change, land use, food ethics, and post-Brexit policy.

Quantifiable outcome

• Approximately 6,000 participants recruited across all 92 UK counties
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Potentia InsightcoreTechnology or IntegrationDigital partner that manages the Opinion Harvester panel of UK farmers for online surveys. Also experts in digital insight solutions offering bespoke approach to each project.
• Related StoriesminorStrategic or Co-development PartnerBarry Clark's company that combines in-depth interviews with stunning photography to tell insight stories. An old friend of FieldMouse.
• Dovetail CommunicationsminorImplementation/ SI/ Consulting PartnerDesigns FieldMouse's bespoke recruitment advertising materials and this website. Co-owned by Media Manager Claire Mahoney.
• Monty's BreweryminorGTM or Marketing PartnerMicrobrewery in Montgomery (Welsh Borders) that brews FieldMouse Ale. Partnership for corporate gifting and hospitality.
• The Welsh Cheese CompanyminorGTM or Marketing PartnerSmall business near Cardiff passionate about Welsh cheese. Partnership for cheesy thanks to clients, suppliers and participants.
• The DPJ FoundationminorOthersCharity supported by FieldMouse that supports the mental health of farmers in Wales.
• Black2NatureminorOthersCharity supported by FieldMouse that campaigns for equal access to nature for all.
• Myfanwy AlexanderminorOthersWelsh broadcaster and bestselling novelist who retrained as a qualitative researcher. Provides Welsh language moderation and translation services.
• Nick RandminorStrategic or Co-development PartnerFreelance qualitative researcher with strong rural knowledge and experience in listening to rarely-heard audiences and business owners.
• Chloe FowlerminorStrategic or Co-development PartnerFreelance qualitative researcher who combines love of writing fiction with storytelling skills that make her a great qualitative researcher.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Talking Heads Research: UK-based qualitative fieldwork agency recruiting participants for market research projects across the UK, directly comparable in methodology and customer base to FieldMouse.
• Angelfish Fieldwork: UK-based qualitative fieldwork and participant recruitment agency serving market research buyers, competing for the same B2B research clients as FieldMouse.
• Research by Design: UK fieldwork agency specialising in participant recruitment and venue provision for qualitative research, with a comparable service portfolio targeting research agencies and public sector buyers.
• Grassroots Research: UK qualitative fieldwork recruiter offering community-based participant recruitment, overlapping with FieldMouse's model of locally rooted recruiting and B2B research buyer focus.
• Criteria Fieldwork: UK qualitative fieldwork recruitment specialist with a national recruiter network, comparable in offering recruitment for focus groups, depth interviews and other qualitative methods to FieldMouse's client base.
• Acumen Fieldwork: Established UK fieldwork agency providing qualitative and quantitative participant recruitment for research companies, operating in the same B2B buyer segment as FieldMouse.

Broad incumbents

• Dynata: Global online sample and panel provider with broad research industry reach. While much larger and primarily quantitative, Dynata increasingly offers qualitative recruitment and competes for the same research buyer budgets as FieldMouse.

Emerging players

• Prolific: Tech-led online participant recruitment platform with strong academic and commercial research buyer traction. Represents an emerging digital-first alternative that could erode qualitative fieldwork agency models over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/FieldM_Research
• YouTubeyoutube.com/@ChannelFieldMouse
• Facebookfacebook.com/FieldMouseResearchLtd
• LinkedInlinkedin.com/company/field-mouse-research-ltd
• Instagraminstagram.com/fieldmouseresearch

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Field Mouse Research Ltd