GuineaPig Fieldwork

London, United Kingdom (GB)

22 Percival Road
EN11QX London
United Kingdom (GB)
Phone: +44 (0) 208 164 1107

GuineaPig is a UK based, global fieldwork & data collection provider specializing in seldom heard/hard to reach audiences. Working in partnership with our clients, we champion the inclusion of diverse communities in qualitative and quantitative market research studies.

Founded 2020
Employees 10

Company type:

  • Data Collection / Field Services
  • International Market Research Services
  • Qualitative Research Consultant / Moderator

Market Research Society; Association for Qualitative Research (AQR)

RAS Accredited Company;

We believe "Hard to reach" should be viewed as a challenge, not an excuse!

Through sustained acceptance of the "hard-to-reach" challenge, we continue to develop bespoke, out-of-the-box methods for recruiting some of the most marginalized groups in the UK and overseas.

Our team of dedicated, effective, forward thinking project managers are a joy to work with and clients consistently report that our participants are some of the best they have ever interviewed. We thrive on surpassing expectations and take pride in delivering to the highest standard.

We recruit all traditional market research audiences including such as:
- Consumer
- Business
- Automotive
- Healthcare

However, thanks to the extensive reach of our partner network, and our unique method of recruitment, we're also able to provide clients with passionate, enthusiastic participants from some of the most niche communities in modern day society, including:
- Ethnic Minority Groups
- Refugees & Migrants
- Mental Health Disorders
- Poverty & Homeless
- Digitally Excluded
- Disabled & Neurodivergent

Research specializations

Market Sectors

  • Consumer Services
  • Demographics
  • Affluent
  • Ethnic - General / Multi-cultural
  • Gay & Lesbian Market
  • Healthcare / Pharmaceutical

Research Solutions

  • Business-to-business
  • Consumer Research
  • Ethnographic Research
  • New Product Research
  • Home Use Tests (iHUT)
  • Retail Research
  • Exit Interviews

Research Services

  • Qualitative
  • Focus groups
  • In-depth interviews
  • Recruiting
  • Quantitative
  • CAPI
  • CATI

Research conducted in


  • America (North)
  • America (South)
  • Asia (Pacific)
  • Europe (Northern/Western)


  • Brazil
  • Canada
  • China
  • Japan
  • United Kingdom (GB)
  • United States (USA)

Key people

Theo Francis
Managing Director

Sarah Brand

Kate Allen

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