Manchester-based Pentalian specialises in qualitative research – designing and delivering insight through methodologies including communities, in-depth interviews, focus groups, ethnography, secondary research and other online and in-person qualitative techniques.

The company will also offer research training and consultancy, and is positioning itself as an alternative to large research firms, saying that it will operate as an extension of clients’ teams.

Founder Lian Mico (pictured) has around 15 years of experience in agency and client-side research. Her first full-time role was in the newly merged Orange and T-Mobile (now EE) insights department.

More recently, she held various roles at Human8 (formerly InSites Consulting) before joining Toluna as head of qualitative delivery, UK.

“After more than 15 years in research, I felt ready to step away from large research ‘mills’ and build something different,” said Mico.

The business will use an approach it has dubbed the ‘Pentalian Pentagram’ framework – taking into consideration time, cost, quality, planet and people. 

“Pentalian exists to give every project the attention, curiosity and rigour it deserves – blending strong traditional research foundations with fresh thinking to deliver insights that genuinely move businesses forward, without costing the earth.”

Mico added: “Our ambition is to look back and see a company that has grown proudly and organically alongside our clients. Built on trust and doing things the right way, paired with a genuine enjoyment of working with people.”