Angelfish Fieldwork

What Angelfish Fieldwork does

Angelfish Fieldwork, operating through its legal entity Angelfish Market Research Limited, is a UK-based qualitative market research recruitment agency founded in 2011 and headquartered in Cheltenham. The firm's core function is to recruit participants on behalf of brands, market research agencies, and academic institutions conducting qualitative research projects spanning focus groups, market research online communities (MROCs), digital ethnography, online interviews, accompanied shopping, UX testing, design sprints, intercept interviews, and customer workshops. The differentiator is the proprietary Angelfish Opinions panel, an opt-in online community of 47,031 profiled UK consumers with depth of demographic and psychographic attributes, including 10,000+ members with health conditions and 51% parents, which enables rapid and precise targeting for hard-to-reach audiences such as Generation Z, Baby Boomers, and non-tech users.

The business operates on a professional services, project-based pricing model with bespoke quotes per engagement, sold primarily through a direct sales-led motion supplemented by content marketing (blog, case studies), industry event presence (MRS, AQR), and association memberships. Its customer base spans multiple verticals — FMCG, retail, consumer health, media, charity, education, and technology — with named relationships including IKEA UK (a three-year client), BBC, King's College London, Narrative Health, Good Innovation, Wonder Research, The Behavioural Architects, 4Com Technologies, NowWhat Research, and Bournemouth University. The company is accredited under the MRS Recruiter Accreditation scheme, is a signatory of the MRS Inclusion Pledge and the Global Data Quality Excellence Pledge, and holds Cyber Essentials certification from the NCSC.

The technology stack is intentionally lean: HubSpot for CRM and marketing automation, with no proprietary platform, no public API, and no mobile application. The firm has no disclosed funding, no parent company, and no institutional investors, operating as an independent private limited company with 1–10 employees. Recent strategic activity has centred on deepening the Angelfish Opinions community, publishing thought leadership on emerging AI applications in fieldwork (AI-written screeners, synthetic respondents, AI-moderated interviews), and securing recognised industry standing through the 2024 MRS Awards (Highly Commended, Operations & Fieldwork). Revenue is not publicly disclosed.

Name

Angelfish Fieldwork

Legal name

Angelfish Market Research Limited

Website

https://angelfishfieldwork.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Angelfish Fieldwork is a UK-based qualitative market research recruitment agency that recruits participants for brands, agencies, and academic institutions using its proprietary Angelfish Opinions panel of 47,000+ profiled UK consumers.

Ownership category

akta.pro rank

Product category

Market Research Recruitment Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

akta.pro secondary industry

Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD)

Keywords

• Qualitative research recruitment
• Market research fieldwork
• Participant recruitment services
• Focus group recruitment
• User research recruitment

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Participant Recruitment Services: Angelfish Fieldwork generates revenue by providing expert participant recruitment services for qualitative market research projects. They recruit respondents for various methodologies including focus groups, online communities, ethnography, accompanied shopping, and UX testing. The service is project-based and tailored to client specifications.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Angelfish Fieldwork is a UK participant recruitment agency that supplies screened respondents to brands, research agencies and academics for qualitative market research projects. Services span focus groups, market research online communities, digital ethnography, online and in-person interviews, accompanied shopping, UX testing, design sprints, customer workshops and remote research, drawing from its proprietary Angelfish Opinions panel of 47,000+ profiled UK consumers.

Product overview

Angelfish Fieldwork is a UK-based user research and market research recruitment agency offering expert participant recruitment services across multiple qualitative research methodologies. The core of their offering is the Angelfish Opinions community - an opt-in panel of over 47,000 profiled UK consumers. The company recruits participants across 11 distinct service areas: Focus Groups, Market Research Online Communities (MROCs), Digital Ethnography, Online Interviews, Accompanied Shopping, User Experience Testing, User Research, Design Sprints, Intercept Interviews, Customer Workshops, and Remote User Research. These methodology-specific services all leverage the Angelfish Opinions community combined with refer-a-friend programs and targeted social media campaigns to connect brands with real voices for qualitative research.

Differentiator

Problem solved

Functional benefit

Products and services

• Focus Group Recruitment Recruits and screens UK participants for qualitative focus group discussions for brands, agencies and academic clients.
• Market Research Online Communities (MROCs) Recruits and manages UK participants for private online communities used to conduct longitudinal qualitative research and engagement studies.
• Digital Ethnography Recruits UK participants for digital ethnographic research, supporting in-context and remote observation studies.
• Online Interviews Recruits UK participants for online qualitative depth interviews delivered via webcam or video platform.
• Accompanied Shopping Recruits UK consumers to take part in accompanied shopping studies, in which researchers join shoppers during real purchase experiences.
• User Experience (UX) Testing Recruits UK participants to take part in usability and UX testing sessions on digital products and experiences.
• Design Sprint Recruitment Recruits UK consumers to take part in design sprint sessions, providing fast-turnaround participant sourcing for product and service design projects.
• Customer Workshops Recruits UK participants for customer workshop sessions used in collaborative qualitative research and co-design work.
• Remote Research Recruitment Recruits UK participants to take part in remote qualitative research projects delivered online rather than in person.
• Intercept Interviews Recruits UK consumers for intercept interviews, supporting short structured conversations conducted in research-relevant locations.
• Angelfish Opinions Community Panel A proprietary opt-in panel of 47,000+ profiled UK consumers, providing the screened respondent pool that underpins Angelfish Fieldwork's qualitative recruitment services.

Quantifiable outcome

• Achieved 95% engagement rate in MROC (Market Research Online Community) projects
• +1 more outcomes

Named customers10 records

Segments11 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Market Research Society (MRS)coreStrategic or Co-development PartnerAngelfish Fieldwork is a longstanding member of MRS, adhering to their codes of conduct. They hold MRS Recruiter Accreditation and are signatories to the MRS Inclusion Pledge. MRS membership provides industry credibility and ensures compliance with professional standards.
• Association for Qualitative Research (AQR)coreStrategic or Co-development PartnerLongstanding members of AQR, participating in events including the Humanity Fights Back conference. AQR membership connects Angelfish with the qualitative research community and provides professional development opportunities.
• National Cyber Security Centre (NCSC)minorOthersAngelfish holds Cyber Essentials certification from NCSC, demonstrating their commitment to cyber security best practices for protecting research data.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Ipsos: Global market research giant operating extensive panels and fieldwork operations; not a direct competitor on niche qualitative recruitment but competes for the same UK research buyer relationships.
• Schlesinger Group: Global qualitative recruitment and fieldwork provider serving research agencies and brands, with overlapping methodology offerings but substantially larger scale and geographic reach than Angelfish.
• Kantar: Global research firm with significant panel and fieldwork infrastructure serving FMCG and retail clients that overlap with Angelfish's primary verticals; offers recruitment as part of a much broader insights portfolio.
• Dynata: Global first-party data and online panel provider offering research recruitment at much greater scale; competes with Angelfish for researcher recruitment budgets but as part of a much broader data and insights portfolio.
• Bilendi: European panel and data collection provider serving market research buyers; competes with Angelfish's panel-driven recruitment model at a larger, pan-European scale.

Direct peers

• ResearchBods: UK-based online panel and fieldwork agency providing participant recruitment for market research, directly overlapping Angelfish's owned-panel recruitment model and qualitative methodology focus.
• Criteria Fieldwork: UK-based qualitative fieldwork and recruitment specialist serving research agencies and brands, with overlapping methodology coverage and a comparable UK mid-market positioning.
• Prolific: UK-headquartered online participant recruitment platform widely used for academic and market research, competing for the same researcher buyers with a tech-enabled, self-service model.
• Acumen Fieldwork: Established UK market research fieldwork and recruitment agency serving similar qualitative methodologies (focus groups, ethnography, UX testing), directly comparable in service offering and UK customer base.
• Antropy Insight: UK market research and insight agency providing fieldwork and participant recruitment services to research buyers, with similar methodology breadth and customer profile to Angelfish.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Angelfish_field
• Facebookfacebook.com/angelfishfieldwork

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Angelfish Fieldwork