Central Fieldwork Hires Price to Lead New Quant Arm

UK firm Central Fieldwork has launched a quantitative field division, led by former Watermelon Director Natalie Price.

Launched in 2018 by former Perspective Research Services (PRS) Board Director Gemma Langstone, Central Fieldwork offers specialist qualitative recruitment services to research and UX agencies, as well as end-clients in sectors including consumer, B2B, healthcare and automotive. The firm also provides support services such as venue hire, viewing studios, online focus groups and community software.

It has now added CAPI, online, CATI data collection and data processing services to its established qual recruitment specialism, and the new division will focus on quant data collection to support ad testing, CX, product and concept testing and market segmentation programmes for research agencies in the consumer, B2B and healthcare sectors. Price (pictured) joins a new team of project and data managers in Leeds, with access to a 30-station CATI suite. Before her role at Chime's customer experience consultancy Watermelon, she set up the group's field management agency Cherry Picked, having spent the previous 22 years at Chime's research-based consultancy Opinion Leader, latterly as Field Director - Qualitative.

Commenting on the news, Langstone said: 'This is an exciting time for the company: demand for a full portfolio of data collection services has been growing since we launched in 2018. We've invested in a new team, technology, and data security protocols, so we can deepen our relationship with clients here in the UK and in the USA. Natalie is an experienced director in the research services sector, and we're thrilled to welcome her to the business'.

Web site: www.centralfieldwork.com .