Opinion Harvester Farm Panel Launches

Digital research firm Alligator has teamed up with rural qual recruitment expert FieldMouse to launch a panel of farmers and farm workers, Opinion Harvester.

Alligator was launched in 2014 and is part of the BVA Group, with solutions including online panels, quick polls and dashboards. Mid-Wales-based FieldMouse was launched two and a half years ago by Trajectory execs Sarah Morris and Paul Flatters and targets 'underrepresented and often hard-to-reach rural dwellers' via a national network of recruiters and field agents embedded in local communities from the Outer Hebrides to the Cornish Coast.

The firms say the new panel is highly engaged and available for both qual and quant research, and describe it as 'a natural progression for FieldMouse'. Co-founder Sarah Morris notes: 'When Paul Flatters and I launched FieldMouse, I wouldn't have recommended online fieldwork for many of our clients. However, a lot has changed since 2018, of course, a global pandemic, but also the rapid growth in agri-tech alongside the rollout of 4G, which is bringing increasingly tech savvy farmers online - literally from the field. I'm now entirely confident of recruiting a representative sample of hundreds if not thousands of British farmers onto Opinion Harvester, using our existing networks and channels'. For Alligator, Sales Director Colin Clifford comments: 'This really is a niche audience that is incredibly challenging to recruit via traditional methods. With the strong affinity FieldMouse has with the farming community and our ability to run panels, I am super excited to be involved in this journey'.

Web sites: www.fmresearch.co.uk and www.alligator-digital.com .