Opinion Harvester will focus on issues affecting the agriculture industry, such as the impact of Brexit or Covid-19 on the sector, and is hoping to recruit hundreds of farmers from across the UK.

Field Mouse was set up in 2018 to bring rural voices into qualitative research, and is based in mid-Wales. Alligator is part of the BVA Group and runs online panels, polling and dashboards.

Sarah Morris, co-founder of Field Mouse, said: “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.”

Colin Clifford, sales director at Alligator, said: “This really is a niche audience that is incredibly challenging to recruit via traditional methods. I am super excited to be involved in this journey.”