Everyone at Swift Research is deeply saddened to share the news that our co-founder and director, Sandra Penfold, passed away on Friday 27th February.

Although Sandra initially trained as a teacher, she made the move into the market research industry following the birth of her first child, beginning her research career as an interviewer.  It was during this time that she met Julia Wilson, and together they went on to found Swift Research in 1985. 

The business started small, operating from the dining room of Sandra’s family home in Tadcaster, North Yorkshire, but soon outgrew this and moved into dedicated premises, initially in Tadcaster, and later Sherburn-in-Elmet, before eventually settling in Wetherby, where it has been based for over 20 years.

Following Julia’s retirement in 2008, Sandra and her husband Martin became the sole owners of Swift. Together, they successfully led the business for many years, before selling it to the employees in 2023, ensuring the company’s future remained in the hands of the people who helped build it.

Over the last four decades, Swift has grown into one of the UK’s leading sensory research agencies, with its own dedicated sensory centre. Throughout this time, Sandra was a constant presence. Even in her later years, she continued to devote herself wholeheartedly to the business, working full-time until recently.

Sandra took great pride in building long-standing relationships with clients, some of whom she worked with for over 30 years. During her time, she partnered with some of Europe’s leading fragrance houses, and clients respected not just her professionalism, but also the genuine friendships she formed along the way. She was deeply committed to understanding and accommodating clients’ needs and was always willing to go the extra mile to ensure they felt supported and valued.

Over the past 40 years, hundreds of employees have passed through the doors of Swift Research, and Sandra personally mentored many young researchers who have since gone on to enjoy successful careers of their own. Under Sandra’s stewardship, Swift has always strived to be a company where people are nurtured and encouraged to progress within the business. Her influence can be seen not only in the continued success of Swift Research, but also in the wider industry.

As a business, we will never forget Sandra’s drive, dedication and passion will always appreciate all she has given us. Sandra’s legacy will live on through the company she helped build and the people she inspired along the way.

Our hearts go out to her husband Martin and their children Andy and Jo at this incredibly difficult time.

Katie Giles is director at Swift Research