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Criteria Fieldwork Ltd

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Company Profile

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We are an independent, employee owned participant recruitment agency. We recruit participants for all on-line and face to face methodologies by using traditional, modern and emerging techniques.

We are experts in creating screeners and are passionate about standards and accreditation. Our recruiters are regularly trained and we have a thorough participant validation, verification and confirmation process.

We are solution focussed fieldwork partners with a can-do attitude, adding value to your project at every stage from initial enquiry to completion. Each project has a dedicated project manager. We have the capacity to manage multiple projects whilst retaining a small agency level of care and commitment. We are proud to be entering our 25th year of fieldwork expertise!

Our specialisms

Accountancy, Automotive, Catering/Hospitality, Central Government, Charities/Voluntary, Drinks (Alcoholic), Drinks (Non-alcoholic), Durables/White goods, Education/Training, Electrical Goods, Energy/Utilities, Entertainment – in home, Entertainment – out of home, Environmental, Events/Conferences, Fashion/Clothing, Finance/Investment – Business, Finance/Investment – Personal, FMCG – General, Food, Gambling/Online Gaming, Healthcare, Home/Garden/DIY, Insurance, Interactive Entertainment, Legal, Local Government/Local Authority, Media (Broadcast), Media (Print), Mobile (online/media), Non-Profit, Nutrition, Office Equipment, Online Media, Online Retail, Pets/Petcare, Politics, Property/Construction/Housing, Public Services, Retail, Social Media, Sport/Leisure/Arts, Sustainable Energy, Technology, Telecoms/Mobile/Internet, Tobacco, Toiletries/Beauty Products, Toys/Games, Transportation, Travel/Tourism, Wellness/Fitness
Advertising, Brand/Branding, Business-to-Business, Concept Testing, Consumer, Customer Communities, Customer Experience, Customer Loyalty, New Product Development, Online Panels, Packaging/Design, Product Testing, Social Media, Social Research, Usage & Attitude
Depth Interviews, Desk Research, Diary Studies, Focus Groups/Group Discussion, Hall Tests, Online Communities, Qualitative, Questionnaire Design, Recruiting, Telephone Interviewing, User Experience
Affluent, Children & Young People, Ethnic Minorities, High Net Worth, LGBTQI+, Older People, Parents, Seldom Heard Audiences, Single Parents, Umemployed/N.E.E.T, University/College Students, Women, Youth/Teens
Republic of Ireland, UK

Our people

Senior Contacts

Elaine Francis (Founder)

Heather Makin (Associate Director)

Rachael Penny (Associate Director)

James Sainsbury (Managing Director)

Danielle Simpson (Director)

Daniel Taylor-Lund (Senior Project Manager)

Breakdown of Personnel

Admin/Support staff: 4

Executive/Research staff: 19

Field interviewers: 400

Field managers/supervisors: 5

Telephone interviewers: 11

Telephone managers/supervisors: 2

Total Number of Employees: 21 to 50


Criteria Fieldwork is the only dedicated qualitative fieldwork company, leading the way since 1996.

"It remains a pleasure to be working with Criteria. The team have worked so hard for us over the past few months during uncertain and challenging times. We honestly couldn't have delivered as successfully without their help as we had to re pivot methodologies on line whilst keeping all checks and balances in place. Their partnership means a great deal to us." (Adam Hendrick, Flamingo)


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