Based in Montgomery, Wales, the agency aims to give harder to reach communities in rural areas a voice and overcome the urban-focused nature of most market research.

Field Mouse will provide brands with a new perspective and understanding of the 20% of the UK’s population who live in rural areas. It is developing a network of trusted recruiters in other rural areas of the UK, including Northumberland, Yorkshire, East Anglia and the Scottish Highlands.

Morris said: “I worked in consumer insight for many years in London without ever really giving much thought to people who live beyond the bubble.  But when I moved with my family to Mid Wales in 2013, I realised that my growing network of rural-dwellers could fill a gap in the market research industry by providing rural respondents for focus groups and depth interviews.”

Flatters will continue as CEO of futures consultancy Trajectory and also founding director of polling agency Deltapoll. Morris will continue to work part time for Trajectory in a marketing role until Field Mouse is operating at full-capacity.