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What We Do

Qualitative Recruitment

Recruitment of hard-to-reach people in remote and rural areas for focus groups, depth interviews, telephone interviews and online communities

Focus group venue hire and hosting service, with catering if required

Arrangement of transport, accommodation & local hospitality for visiting researchers

Qualitative Research

Access to a network of experienced and trusted qualitative researchers

Recruitment partners in urban areas

Like a field mouse, we’re nimble, quick and hard-working

Why Rural?

Agriculture, forestry and fishing accounts for 25 percent of VAT registered businesses in Northern Ireland: with the exception of Belfast, agriculture, forestry and fishing was the largest industry group in all local government districts

Of Scotland’s 32 local authority areas, 13 have a population of more than 50 percent living outside urban areas: these local authority areas contribute 20.6 percent of total Scottish GVA

The Welsh Government estimates that 85 percent of land in Wales is used for agriculture and forestry, or is common land

Rural areas of England contribute an estimated £229 billion to England’s total economy in terms of GVA: this is approximately one fifth of England’s total economic activity


About Us

Field Mouse was launched in 2018 to meet a strong need for the provision of qualitative research and recruitment in rural areas.

As research practitioners ourselves, we were struck by how seldom rural voices were heard in our projects. We were also struck by how different those rural voices were – from urban voices and also from each other – on the rare occasions we encountered them.

Field Mouse is determined that you do not miss out on the perspectives and views of this valuable audience.

Head-quartered in a rural pocket of the Welsh Borders, Field Mouse has access to a growing network of country dwellers across the UK: farmers, barristers, plumbers, CEOs, artists, GPs, students, councillors, teachers, gamekeepers, pensioners – if you need their opinions, we will find them.

We offer both recruitment for focus groups and depth in-home interviews, and a full project management service with our experienced team of qualitative researchers.


Our Values

Field Mouse is passionate about bringing the voice of the countryside to our clients in the market research industry and beyond. We believe that every opinion counts, whether it’s from London or Llandudno, and we are committed to ensuring the fair representation of rural and remote communities across the UK.


We have pledged to use local and rural suppliers wherever possible, whether it’s for the design of our logo or catering for focus groups. In fact the only bit of Field Mouse that comes from London is co-founder Paul Flatters and, actually, he’s from a small town in Yorkshire called Goole.

As we are head-quartered on the beautiful Welsh Borders in Powys, we are committed to supporting and promoting the Welsh language, by offering full Welsh translation provision for all our services.

Who We Are

Sarah Morris

Sarah has worked in business development for twenty years, mostly in consumer insight and trends forecasting. When she moved to rural Montgomeryshire in Mid Wales, Sarah threw herself into local community life.

A chat over a beer with long-time colleague Paul Flatters revealed that Sarah’s growing network in Wales could be the launch pad for Field Mouse.

The idea grew quickly from a local Welsh venture to a nationwide solution for the widely-acknowledged problem of conducting market research in          rural areas.

Paul Flatters

Paul is a qualitative research practitioner. Over the last thirty years, he has worked with many fieldwork agencies and is pretty sure he has visited every viewing facility in the UK.

Paul has an unrivalled understanding of what researchers need from a fieldwork agency, which is exactly what Field Mouse will deliver in – excusing the pun – spades.

Paul is also CEO of Trajectory Partnership and a Founding Director of Deltapoll. He is a regular media commentator and a leading expert in social trends forecasting.


Make your voice heard

We are always happy to make contact with new people who are interested in participating in our paid market research projects. Please complete your details below to register your interest, and we will contact you when suitable opportunities arise.

Please note that we do not currently recruit participants under the age of 16.

Please note that some projects may require us to ask for further personal details prior to confirming participation.

Contact us:


Tel: +44 (0) 7487 510407

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© 2018 Field Mouse Research Limited