Market research agencies and fieldwork suppliers have had a big year. Client expectations rose, timelines tightened, meanwhile data quality became a headline issue. Through it all we stayed focused on what matters most: reliable fieldwork, careful recruitment, accurate data and impeccable project management to make sure every project was a success.
This review looks back at the themes that shaped 2025 and explains how Face Facts responded. It sets out what our clients asked us for in 2025, what we learnt and what to expect from us in 2026.
Top 3 things clients asked for in 2025
Faster, cost effective fieldwork without the loss of quality.
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- Turnaround times shortened across the board and budgets were under more pressure than ever. Clients needed fieldwork that was fast, reliable and cost effective without compromising data quality. Our solution was simple. Clear up-front planning and transparent communication. We shared feasibility guidance earlier, highlighted risk areas and set out step by step timelines.
- We also made smarter use of sample routes. This included blending trusted panels when needed to widen reach, using targeted recruitment for harder audiences and managing sample sources in a way that kept quality high while protecting cost efficiency. This approach helped clients move quickly, stay in control of budgets and progress projects with fewer surprises.
Support, clear communication and a trusted pair of hands
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- Clients relied even more the strength of our experienced team who felt like an extension of their own team. Our experienced project managers worked side by side with clients, offering guidance, asking the right questions and keeping communication flowing from start to finish. Regular internal catchups meant we stayed fully aligned on feasibility, timelines and risks which helped us give clients clearer and faster advice.
- We shared updates early, flagged any challenges with solutions ready and made sure everyone stayed on the same page. It was a genuine team effort built on trust and collaboration. When our clients succeed, we succeed which is exactly why we work in this way. Open, supportive and committed to delivering fieldwork that feels seamless and well supported at every stage.
More support for difficult audiences.
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- We saw more briefs for educators, micro businesses, niche consumer segments and specialist professional roles. These groups required careful recruitment and tailored communication. Our team drew on long standing recruiter relationships and used targeted panel routes as needed. This mix helped us deliver even the hardest quotas.
How fieldwork changed in 2025 – Online
The biggest shift we saw was the increase in online bots and AI generated responses which brought the issue of data quality back into the limelight. Brands and research agencies needed confidence that their insights came from real people with real experiences. At the same time there was rising pressure on budgets and a wider sense of uncertainty across the business landscape. Clients needed fieldwork partners who could turn around complex studies quickly, cost effectively without cutting corners.
For us this meant expanding our already multi stranded quality systems, strengthening our team and making sure every project had even more hands-on involvement from experienced fieldwork specialists. It also meant continuing to invest in tools, checks and processes that help us keep fraudulent respondents out and keep genuine participants engaged.
Stronger processes for stronger data
Data quality continued to be a major theme across the industry. We developed clearer multi layered checks for online surveys, introduced new validation steps and improved our image recognition and open-end logic reviews. These helped us keep project data clean from the start and reduced the level of removals we made from the panel sample.
For qualitative recruitment we strengthened our screening checks and added more routine follow up contact ahead of sessions. This supported attendance and made sure the right people were in the room. The result was smoother sessions, more engaged participants and clients who were genuinely delighted with the fit and quality of the respondents.
How did we support complex fieldwork and logistics?
2025 brought bigger and more complex jobs. These included multi market quantitative studies, hard to reach samples, multi day hall tests and largescale product placements. Each project needed a unique plan with clear briefings, good communication and a no ‘black holes’ approach to give clients confidence that we were always one step ahead.
Why panel blending grew in importance
Panel blending became a practical way to protect quality and speed. With incidence rates dropping for many audiences, using more than one trusted panel created a wider pool of genuine participants and reduced pressure on timelines.
Why a people-first approach matters – Recruitment
Behind every data point there is a person. It sounds simple but it shapes everything about how we recruit. Our approach is built to find participants who can give the insights required to answer the research objectives alongside protecting them, supporting them and respecting their time.
This year we delivered large national surveys, specialist B2B recruitment, multistage qual and hall tests. The common thread across all of them was the strength of the relationships we have with participants, recruiters and clients. When work gets complex or timings become tight, those relationships make the difference.
Ready for 2026
2025 was another year of growth, learning and progress for our team. We strengthened our processes, widened our capabilities and built even stronger relationships with our clients and participants. If you would like to discuss an upcoming project or learn more about our approach to fieldwork and participant recruitment, we would love to talk.
Thank you for reading and bring on 2026 – we are ready when you are!
