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Critical Research

Company Profile

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Critical is a full service agency based in central and north west London locations, conducting both qual and quant research. As well as conducting online and F2F interviewing, we have our own internal CATI resource.

Long-established with committed directors, we have a huge amount of combined experience. We have a particular focus on the financial, charity and sports sectors, and traditionally hard-to-reach audiences. 

As well as providing access to our highly respected fieldwork resource, we provide survey design, implementation, reporting and advanced statistical services.

To further compliment our offering, Critical acquired RSM Research in 2015 to provide a greater international capability. Since then the specialist media and F2F agency Savillle Rossiter-Base in 2017 has also been acquired, to further enhance the research services we can provide in these areas.

Our specialisms

Central Government, Charities/Voluntary, Finance/Investment – Business, Finance/Investment – Personal, FMCG – General, Insurance, Media (Broadcast), Retail, Sport/Leisure/Arts, Telecoms/Mobile/Internet
Brand/Branding, Business-to-Business, Consumer, Customer Experience, Employee Research, Multi-Mode Fieldwork, New Product Development, Online Panels, Pricing, Usage & Attitude
Advanced Statistical Techniques, CATI, Consultancy, Depth Interviews, Ethnography, Face-to-Face, Focus Groups/Group Discussion, Online Surveys, Recruiting, Telephone Interviewing
Affluent, Children & Young People, Disabled people (physical/sensory impairment/learning difficulty), High Net Worth, Older People, Seldom Heard Audiences, Youth/Teens
Australasia, Central Europe, Eastern Europe, Middle East, Northern/Western Europe, Russia, Scandinavia, UK, USA, Worldwide

Our people

Senior Contacts

Sarah Connis (Research Director )

Ben Farr (Managing Director)

Derek Farr (Company Statistician)

Pat Fraser (Research Director)

James Hopkins (Research Director )

Steve Pick (Research Director)

Kay Rossiter-Base (Research Director)

Paul Sheppard (Research Director)

Nick Williams (Qualitative Director)

Jon Wood (Research Director)

Breakdown of Personnel

Admin/Support staff: 2

Executive/Research staff: 25

Non-research: 2

Telephone interviewers: 100

Telephone managers/supervisors: 5

Total Number of Employees: 21 to 50


Critical Research
Unit 7
Baden Place, Crosby Row
Tel: +44 (0)203 643 9050


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