FMCG Market Research
At Angelfish Fieldwork, we specialise in recruiting high-quality participants for FMCG (Fast-Moving Consumer Goods) and CPG (Consumer Packaged Goods) market research projects – helping brands and agencies unlock meaningful insights through expertly managed qualitative recruitment.
Whether you’re launching a new product, exploring shopper behaviour, or testing packaging and pricing strategies, our expert FMCG recruitment team will help you connect with the right people to uncover insights that drive commercial success.
We’ve worked with leading FMCG brands and agencies to recruit participants for everything from accompanied shops and focus groups to online communities and ethnographic studies. Our human-first approach ensures every project is built on authentic voices and real consumer experiences.
Why FMCG market research matters
In the fast-moving consumer goods sector, understanding how people shop, choose, and consume is key to staying ahead. FMCG market research helps brands:
- Explore shopper journeys and decision-making
- Test product concepts, packaging, and pricing
- Understand generational differences in consumption
- Refine messaging and brand positioning
- Identify unmet needs and innovation opportunities
Whether you’re entering a new market or refining an existing product, the right participants make all the difference.
Our bespoke recruitment process
We don’t just fill quotas – we find real people who reflect your target audience and bring depth to your research.
1. Understanding your brief
Every FMCG project starts with a conversation. The Angelfish Fieldwork team takes time to understand your objectives, audience, and methodology – ensuring recruitment aligns perfectly with your research goals.
Whether you’re targeting Gen Z snackers, health-conscious parents, or older shoppers with specific dietary needs, we tailor our recruitment strategy to your goals.
2. Reaching the right people
We use a blend of targeted social media outreach, refer-a-friend campaigns, and our Angelfish Opinions community to connect you with articulate, engaged consumers who bring depth and diversity to your FMCG research.
Every participant is validated by our experienced in-house team to ensure quality and relevance.
3. Supporting your project
From feasibility testing and screener design to regular updates and expert advice, our project managers work as an extension of your team. We’re responsive, proactive, and committed to making recruitment seamless.
FMCG recruitment in action
Case study: US chocolate brand launching in the UK
Angelfish Fieldwork helped a US chocolate brand with their UK market strategy by recruiting two focus groups with distinct age demographics. The sessions revealed key insights into taste preferences, packaging appeal, and brand perception.
“We were really pleased with the focus group sessions as a team and felt we gained a lot of insight from the discussions which will directly inform our strategic thinking. It’s already helped us become more shopper-focused as a team.” – US Chocolate Brand
Case study: senior audience FMCG research
We recruited older consumers for a multi-stage online community exploring attitudes to food and drink. The project achieved 95% engagement and delivered rich insights into brand loyalty, health considerations, and purchasing habits.
“In the little time I have been working with you guys, I feel in safe hands when I know you are recruiting and trust that you will get the job done to the best of your ability.” – FMCG Research Agency
Who we recruit for FMCG research
1. Who we recruit
As an experienced FMCG fieldwork agency, Angelfish Fieldwork recruits a wide range of audiences for FMCG and CPG studies, including:
- General consumers – everyday shoppers across demographics
- Parents and families – decision-makers in household purchasing
- Health-conscious consumers – including dietary preferences and restrictions
- Generational segments – Gen Z, Millennials, Gen X, and Baby Boomers
- Niche audiences – e.g. ethical shoppers, convenience-focused buyers
2. Methodologies we support
We recruit for a wide variety of FMCG research methods:
- Focus groups – in-person or online
- In-depth interviews (IDIs) – uncovering personal preferences
- Online communities (MROCs) – exploring behaviours over time
- Ethnographic studies – observing real-life shopping habits
- Accompanied shops and customer closeness – capturing in-the-moment decisions
- Concept testing and co-creation – developing new ideas collaboratively
3. Our FMCG clients
Our clients include household names you’ll find in every supermarket aisle.
We’ve partnered with leading FMCG brands and research agencies to recruit participants for projects across a wide range of categories, including:
- Food & Beverage – from snacks and confectionery to ready meals and drinks
- Personal Care & Beauty – skincare, cosmetics, and hygiene products
- Household Products – cleaning, laundry, and everyday essentials
- Pet Care – food, treats, and accessories for furry friends
- Home Furnishings – décor, furniture, and lifestyle products
Ready to recruit for your FMCG project?
Whether you’re launching a new product, exploring consumer behaviour, or refining your brand strategy, we’ll help you find the right participants to make your research a success.
Additional reading
- Take a look at our research participant recruitment approach
- Check out our ultimate guide to recruitment in qualitative market research
Frequently asked questions
What’s the difference between FMCG and CPG?
FMCG (Fast-Moving Consumer Goods) and CPG (Consumer Packaged Goods) are often used interchangeably.
However, FMCG typically refers to products with a short shelf life and high turnover (like snacks, beverages, and toiletries), while CPG is a broader term that includes both fast-moving and slower-moving packaged goods. In the UK, “FMCG” is more commonly used, whereas “CPG” is the preferred term in the US.
What types of FMCG brands do you recruit for?
Angelfish Fieldwork works with a wide range of FMCG brands, based in the UK and globally, across categories like food & drink, personal care, cleaning products, and pet care.
Whether you’re launching a new product or refining packaging, we can help you reach the right consumers.
How do you find participants for FMCG market research?
We use a mix of recruitment methods including our Angelfish Opinions community, social media outreach, referrals, and bespoke targeting.
Our in-house team ensures every participant is screened and validated to meet your specific criteria.
Can you recruit for in-home usage tests or accompanied shops?
Absolutely. Angelfish Fieldwork regularly recruits for IHUTs, accompanied shops, ethnographies, and other immersive methodologies. We’ll work with you to ensure participants are not only eligible but also engaged and reliable.
What makes Angelfish Fieldwork different from other recruitment agencies?
We combine a human-first approach with rigorous validation. Our team is hands-on throughout the recruitment process.
We pride ourselves on transparency, communication, and delivering high-quality participants who genuinely match your brief.