Company · London

Criteria Fieldwork Limited

Market research and public opinion polling

Official record Companies House · updated 27th September 2026 · Sources

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Who leads it

Previous officers 3

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Daniel Gordon Taylor-Lund 2017-2021 Director View profile
Keziah Jo Povey 2003-2004 Director View profile
Discovery Research LTD 1996-2006 Corporate-director View profile

Directors and secretaries as filed at Companies House.

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Public contracts won

3 contracts · £119,925 total

From Contracts Finder and Find a Tender, the UK Government's public procurement notices, under the Open Government Licence v3.0. Matched to this organisation by company number, charity number or exact name and postcode; every figure links to its source notice.

Provision of Recruitment of Participants for Research for DVLA Buyer: DVLA - Driver & Vehicle Licensing Agency £119,925 2026-07-01 CPV 79310000 Source: Contracts Finder
DVLA's UX Research and Design Unit require the services of a specialist supplier to recruit research participants on our behalf. The testing of our products and services via various research methods not only support the User Centred Design …
Digital Outcomes and Specialists 7 Buyer: Crown Commercial Service Value not published Date not published Source: Find a Tender
This framework enables public sector organisations to procure suppliers to deliver digital, data, and technology services in line with government policies, standards, and best practices. The scope for this framework contract supports delive…

Framework
User Research Participants Buyer: Department for Science, Innovation & Technology Value not published Date not published Source: Find a Tender
Specialist recruitment agency to support and recruit diverse user researchers for including qualitative and quantitative studies on behalf of the One Login Programme.

About

What it does: Market research and public opinion polling
Incorporated: 11/06/1996
Registered office: London

Ownership

Owned by (3) iOwned byIndividuals and companies registered as having significant control over this company, from the Companies House PSC (persons with significant control) register. People whose ownership could not be confirmed to one individual are not listed as confirmed owners.

Elaine Francis ceased 2024-10-07
50-75% shares · notified 2017-05-31 - confirmed: also a director of this company
James Murray Sainsbury ceased 2024-10-07
significant influence · notified 2017-05-31
Criteria Fieldwork Trustees Limited
75-100% shares, 75-100% voting, appoints directors · notified 2024-10-07

Group

Criteria Fieldwork Limited is controlled by Elaine Francis
Evidence
ceased 50-75% shares · notified 2017-05-31, ceased 2024-10-07 · source: Companies House PSC register

Ultimately controlled by Elaine Francis.

Ownership paths are calculated from Companies House persons-with-significant-control filings. Each step shows the filed nature of control and dates; a step marked "ceased" is historical, not current.

Financials

Net assets: £641,918
Total assets: £645,160
Cash: £240,835
Employees: 36
Turnover: Not reported (small or micro-entity accounts)

Figures from accounts filed at Companies House (iXBRL), period ending 2025-12-31. Where turnover is absent, small and micro-entity accounts are not required to report it, so it is not shown as zero.

Board analysis

Board DNA

How this board is put together, from the Companies House officer record and Charity Commission trustee records - deterministic, no AI.iBoard compositionCounted from the dated Companies House officer record: the current directors only, past directors excluded.

3 directors on the board

Elaine Francis Director · appointed 1996
Adam Peter White Director · appointed 2017
Danielle Anita Simpson Director · appointed 2011

18.2y median 15.3y

average tenure

30.1y

longest tenure

Directors past 6 years

Elaine Francis Director · appointed 1996
Adam Peter White Director · appointed 2017
Danielle Anita Simpson Director · appointed 2011

First-time vs portfolio directors

First-time (2)

Adam Peter White Director · appointed 2017
Danielle Anita Simpson Director · appointed 2011

Portfolio (1)

Elaine Francis Director · appointed 1996

Also govern a charity

Danielle Anita Simpson ST Francis Parent Teacher Association

left in the last 12 months

Where else this board sits iWhere else this board sitsThe charitable fields these directors govern in elsewhere, by Charity Commission classification. Excludes this company and any charity it is the legal face of.

Other services 1

The sectors these directors govern in elsewhere. This company, and any charity it is the legal face of, are excluded - counting them would just tell you what you are already looking at.

Gaps to watch

Several long-serving directors could step down together

Where to look Suggested search: succession planning for long-tenured seats.

Sources

Official record from Companies House. Governance Register calculates the connections.

Record details

Company number: 03210409
Status: Active
Type: Private Limited Company
Accounts next due: 30/09/2027
Edition: Register edition compiled 27th September 2026
Labels: Official record from Companies House · Calculated derived by Governance Register.

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