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Criteria Fieldwork Ltd

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Company Profile

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We are an independent participant recruitment company. We recruit for all online and face to face methodologies by using traditional, modern and emerging techniques. We work with recruiters all over the UK and also have an ever-increasing in-house panel.

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 and 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 28th year of providing 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, Behaviour Insights, Brand/Branding, Business-to-Business, Communications/PR, Concept Testing, Consumer, Customer Communities, Customer Experience, Customer Loyalty, Lifestyle & value trends, New Product Development, Online Panels, Packaging/Design, Product Testing, Segmentation research, Social Media, Social Research, Usage & Attitude, Web usability testing
Depth Interviews, Desk Research, Diary Studies, Focus Groups/Group Discussion, Hall Tests, Online Communities, Qualitative, Questionnaire Design, Recruiting, Telephone Interviewing, User Experience (UX)
Affluent/High net worth, Children & young people, College students, Ethnic minorities, LGBTQIA+, Older people, Parents of young children, Single parents, Umemployed, Youth/Teens
Republic of Ireland, UK

Our people

Senior Contacts

Rebecca Belton (Associate Director)

Elaine Francis (Founder)

Heather Makin (Associate Director)

Rachael Penny (Director)

James Sainsbury (Managing Director)

Danielle Simpson (Director)

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, proudly independent and leading the way since 1996.



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