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Roots Research Ltd

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Roots Research is the market research recruitment expert the agencies come to first. Whoever you’re seeking out, we use all our tools and services to find high-quality respondents for a range of research methodologies.

Founded in 2008, we have 15+ years of fieldwork experience in lots of sectors, so you can trust that we know our market inside out. Our UK and US services cover all the latest research methodologies – qualitative and quantitative. Thinking of consumer surveys or in-depth healthcare interviews? Need data analysis or research reports? We’re ready to provide everything you require to make your research a success.

What we do

We provide a proactive and comprehensive service. Recruitment, interviews, moderation, analysis… you name it! We’re ready to offer services and support to reduce your workload.

We assist with a wide range of methodologies, but our frequently requested services include:

  • Qualitative: Focus group discussions; IDIs (in-home, in-venue and in-office); Teledepths; Ethnographies; Hall tests & CLTs; Car clinics; Online communities; Online surveys; User tests; Assisted shops; Friendship pairs/triads; Tracking studies; Video diaries; Online/WhatsApp groups; Social media shadowing; IHUTs/product tests; Eye tracking; Vehicle test drives; Gogglebox style in-homes; Mystery shopping.
  • Quantitative: Online; Surveys;In store; Exit interviews; Hall tests/Taste tests; Product placement/i-HUT’s; Mystery shopping; User testing.

How we do it

Our combination of knowledge and resources allows us to deliver meaningful insights on every research project.

  • Our database: Our Take Part in Research panel of 550,000+ participants increases by more than 5,000 each month. We can search this entire database for specific profiles based on demographic parameters and previous question responses. So, whatever your target audience, we're able to reach them quickly.


  • Our team: Every project is different. We take the time to fully understand your brief and design all elements of the research to meet your needs. We’re known for thinking laterally and devising innovative ways to tackle research projects. With regular and transparent communication from your dedicated project manager, we make sure standards are maintained and everything runs smoothly, from start to finish.


  • Our experience: We’ve spent years working with an array of sectors, including Consumer, B2B, Automotive and Healthcare. Many of our team have specialise in one area. But, with broad experience across Roots, there’s always support on hand for your project, whatever the brief.


  • Our tools: We have the tools and know-how to provide real time quantitative insights. Using QualtricsXM, we produce sophisticated research and turn it into easy-to-understand real time insights.


  • Our credentials: You can be confident working with Roots. With our ISO27001 certification from the British Assessment Bureau covering data security, you know we’re competent, compliant and up to date with all the latest knowledge and skills.

Our specialisms

Accountancy, Automotive, Central Government, Charities/Voluntary, Drinks (Alcoholic), Drinks (Non-alcoholic), Education/Training, Electrical Goods, Energy/Utilities, Engineering, Entertainment – in home, Entertainment – out of home, Fashion/Clothing, Finance/Investment – Business, Finance/Investment – Personal, FMCG – General, Food, Gambling/Online Gaming, Healthcare, Home/Garden/DIY, Local Government/Local Authority, Media (Broadcast), Media (Print), Media – Streaming services, Mobile (online/media), Nutrition, Online Media, Online Retail, Pets/Petcare, Pharmaceutical, 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
Business-to-Business, Concept Testing, Consumer, Customer Communities, Customer Experience, International, Online Panels, Opinion Polling, Packaging/Design, Product Testing, Social Media, Social Research, Web usability testing
Audience Measurement, Data Analytics, Depth Interviews, Desk Research, Diary Studies, Ethnography, Face-to-Face, Focus Groups/Group Discussion, Hall Tests, In-store/exit Interviews, Mystery Shopping, Online Communities, Online Qualitative, Online Research/CAWI, Online Results and Data Portals, Online Surveys, Panels, Qualitative, Quantitative, Questionnaire Design, Recruiting, Tabulation & Analysis, Telephone Interviewing, User Experience (UX)
Affluent/High net worth, Asian/Asian British, Black/Black British, Business decision makers, Children & young people, College students, Eastern European, Ethnic minorities, LGBTQIA+, Mixed heritage, Muslim/Arab, Neurodiversity, Older people, Parents of young children, People of colour, People with medical conditions, People with mental health conditions, People with physical disabilities, Single parents, Umemployed, University students, Youth/Teens
Central Europe, Northern/Western Europe, Republic of Ireland, UK, USA, Worldwide

Our people

Senior Contacts

Henry Angus (Senior Operations Manager)

Hannah Barmby (Head of Qualitative Delivery)

Kasia Churchill (Head of Business Development)

Lucie Emery (Head of Research)

Andrew Folkes (Company Director)

Louise Kirby (Associate Accounts Director)

Chris Linger (Company Director)

Breakdown of Personnel

Admin/Support staff: 2

Executive/Research staff: 7

Non-research: 5

Field managers/supervisors: 8

Spec writers: 1

Telephone interviewers: 9

Total Number of Employees: 21 to 50


Working with Roots is always great in my experience. The team are friendly and always on the ball! - Yasmin Rowan, Sutherland Labs

I have worked with Roots on numerous occasions and have always found the project managers to be friendly, approachable and very detail focussed. Communication is great, particularly in terms of expectation setting in advance if a particular group is proving challenging to reach. I would not hesitate to use them again. Natasha Hewitt, Pragma

Couldn't be happier. Sophia has project managed multiple projects with us this year and has been excellent throughout. But whoever I deal with at Roots, I always find them responsive, knowledgeable and reliable. Keep up the good work! Ian Fannon, Claremont Communications

It was our first time with Roots Research and it was a great experience overall. The project manager communicated updates well and the team met the timescales we needed. Alex Cancia, Eunomia

I love it when a project comes together with the minimum stress; the details are returned to me perfectly formatted (ie I don't have to spend half an hour tidying up a messy spreadsheet!!) I know the participants are going to be good, and everyone at Roots is so lovely ... its a genuine pleasure to work with you.


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