Roots Research

In-Depth Interviewing

you can rely on

In-Depth Interviewing

you can rely on

Honed techniques

Over the years, we’ve meticulously honed our interview techniques in a quest to become the best at what we do. Today, our qualitative interview results speak for themselves. Our highly trained team know precisely which buttons to press to elicit responses that can be converted into useful data.

A good qualitative approach demands more than the ability to ask open-ended questions and raise topics for discussion. Our interview team go further, eliciting information without posing direct questions. We’re not here to put words in people’s mouths; we want each respondent to provide their own input. By cultivating trust and respect, we create an environment in which respondents feel free to openly express their thoughts and feelings.

Quite Simply...

The better the interview technique, the better the response. When it comes to analysing the data, you’ll be grateful that our interview team have done the groundwork, enabling your clients to find the answers they’re looking for.

Get in touch

We work with some brilliant people…

“I’ve been working with Roots Research over the last two years and found them flexible, responsive and reliable. Roots Research helped us to find the ‘hard-to-get’ participant profiles that other recruitment agencies usually struggle with. Participants were always matching our expectations and they happily engaged in one-to-one interviews or group discussions. Our contact Natalie is friendly, professional and has a ‘can-do’ attitude, which makes it a pleasure to work with her.”

Tobias Misera, managing consultant, EY-Seren

“Working with the team at Roots has been thoroughly refreshing and it’s great to work with people who are as approachable as they are. They do the easy things really well and the harder things even better. I’ve asked them to recruit from automotive qual and quant to FMCG groups – each time I’m impressed by their diligence and can-do attitude, and really appreciate the level of communication and honest feedback they give me.”

Rob Taylor, Morpace

“We have worked with Roots Research for over four years. They are quick at turning around high quality recruitment in hard-to-reach locations, often off the beaten track for typical market research projects, involving on-street as well as database recruitment. They are a professional agency and are consistently able to deliver recruitment at very short notice. They are exceptional at project management, and see the projects through from start to finish. We would highly recommend them.”

Sophie Horrell, CTF Partners

“Shopper research can be fast and furious, and our recruitment requirements are often challenging, demanding highly specific targeting combined with speed. Roots rise to this challenge with enthusiasm.  The team are always keen to fully understand our needs and lend us the benefit of their experience in identifying the best solutions.  What’s more, they are really nice people to deal with, with cool heads and bags of initiative if goalposts shift and adversity strikes!”

Penny Ericson, Shoppercentric

“Working with Roots is like a breath of fresh air. They are always available to talk through slightly unusual projects and help to offer solutions to sometimes unconventional recruits. Due to the high quality of recruitment, we have actually reduced the number of over-recruits, as we rarely have a no-show. Roots are diligent and are always keen to hear feedback, to hear how the fieldwork went and find out if there were any issues they can learn from, moving forward. It’s a pleasure to work with them.”

Dr Sarah Jenkins, research director, head of qualitative, Magenta Research

“Roots Research are flexible, responsive and reliable. They provide excellent advice on what is feasible within the time and budget available, and have never failed to deliver on-time and to the specification required. We rely on them to deliver our most challenging briefs and even under pressure, they are always a pleasure to work with.”

Rachel Skevington Britton, research team leader, ComRes

“We have been working with Roots for over two years and are delighted by their highly professional approach to recruitment and research, and their excellent level of customer service. We run global innovation projects for large consumer goods and health care companies who have very demanding standards. It is therefore critical that our research partners are able to deliver a consistent and reliable quality of service to meet the needs of a range of different projects. Roots continue to meet this challenge.”

Michael Simpson, Ideas First LLP

“Roots Research were able to offer me a truly personalised service when I was looking to recruit a very specific range of people for some focus groups and telephone interviews on behalf of a major London museum. I got the impression they truly understood the brief, and I was pleased they weren’t afraid of asking questions when they were unsure. They kept me regularly updated throughout the recruitment process and the quality of participants they provided was excellent – just what I’d asked for.”

Steve Slack, independent heritage consultant

“Roots are our go-to recruitment agency. They are always very responsive and extremely helpful with all the projects I send their way, and work together with us to find the best possible solution for any recruitment issues. I trust them to recruit high-quality participants to spec and to our often tight timelines, even when we have several projects booked out with them at once. They are always quick to respond to any of our queries and have set the standard for any other agencies we might go to. It’s a pleasure to work with them!”

Elizabeth Addison-Smith, Ipsos MORI

“I have worked with Roots for many years and they have always been a pleasure to deal with. They tackle difficult projects with enthusiasm and never fail to deliver within deadlines and to a high level of quality. I recommend them for their commitment and flexibility.”

Celia Callus, Nutcracker Research

“Roots Research are a trusted partner. They have a lot of experience of recruiting for B2B market research, whilst also working in small, consistent teams that provide a dedicated service to customers. They will go the extra mile when it is required, whilst also keeping communications short and focused when things are running smoothly.”

Vincent Golding, SmartSat Consulting

“Roots are one of our preferred recruitment suppliers. They are a responsive, flexible and friendly team who go that extra mile to support us whenever needed. We would highly recommend them, especially for hard-to-reach target customers, for being realistic about what is achievable and for keeping us up-to-date on recruitment progress.”

Deborah Fitzpatrick, MM-Eye Limited

Still not convinced?

Why Roots?