Privacy Policy


Critical Research is an independent market research agency established in 1991. Each year we conduct in the region of 300,000 interviews for a variety of client organisations. We conduct research from customer satisfaction to gaining your opinion on the current economic situation. You can verify we are a bona fide market research agency by calling the MRS (Market Research Society) on Freephone 0500 396 999.

We collect data for research purposes only, and the use of that information will be limited to that purpose only. We will never ask you to buy anything or ask for contribution to any organisation.

We will never sell or send your details to another party for the purposes of direct marketing.

Any communication you receive from us, such as e-mail invitations or phone calls, will clearly identify us and explain the purpose(s) of our contact.

Our clients, have commissioned us to get in touch with you, they have decided how we process your data and therefore they are the data controller (as without them without them, no data processing would have occurred).

When we get in touch with you, we will always tell you who we are, provide our contact details, and provide the name(s) of the data controller(s) that decided how your data should be processed.

Personal Data

The safety and privacy of your data is very important to us and we take every step possible to ensure the safeguarding of your data. This privacy policy applies to all those that have completed a survey with us, either by telephone, online or Face 2 Face.

We follow the Code of Conduct of the Market Research society and comply with the General Data Protection Regulation (GDPR) and we are registered with the Information Commissioner’s Office as a data controller (registration number: Z1615219)

Where did you get my details from?

Most of the time, we are commissioned by our clients to get in touch with you, either as named individuals or as professionals that fit within the category of respondents being researched.

We may have contacted you because you are the customer of one of our clients. In this case, they will have provided us with your details.

If you are not a customer, we may have acquired your details from a third-party supplier that builds lists of publicly available information to help us reach the right individuals or your telephone number may have been randomly generated or may have been taken from public sources.

If you would like more information concerning where your data was collected please contact:

Types of data and why we collect your data

We only collect personal data for research purposes. If you participate we may hold personal information about you such as (but not limited to):

Some of the data that we handle will be personal data, which will be anonymised. Under GDPR, our grounds for processing data is based on consent.

On occasion, we may handle sensitive personal data, this would include data consisting of racial or ethnic origin, political opinions, religious or philosophical beliefs, or trade union membership, genetic data, biometric data, data concerning health or data concerning a natural person's sex life or sexual orientation. Our grounds for processing sensitive data is based on explicit consent

For both types of date, we rely on your personal consent which must be freely given and an unambiguous indication of your personal wishes. We will ensure that you have been given enough information for you to make an informed decision. At any point during the survey you have the right to withdraw your consent or to terminate the interview.

At your request, we can give you the details of the data we hold for you. We can correct any information that is inaccurate or incomplete and contact the provider of the data to inform them of these changes.

If you think you have been contacted by Critical Research without having given your permissions then please contact us and we will ask the list provider to remove your details.

At your request we shall also delete any information we hold for you and contact the provider of the data to inform them of this request.


We will not contact children under the age of 18 without the explicit consent of their parent or guardian.

My telephone number is ex-directory and/or I am registered with the Telephone Preference Service (TPS) so you should not have contacted me.

When our clients provide us with a sample of their customers it means we do contact customers who are registered with the Telephone Preference Service (TPS) or who are listed as ex-directory. And, legally, we are allowed to do this. There is no legal requirement to screen research samples against the preferences services (such as the Telephone Preference Service) when conducting market research. TPS is there to prevent unsolicited sales calls. A market research survey is not a sales call and as the programme contacts existing client customers it therefore does not come under the generally understood meaning of ‘unsolicited’ since it is not unreasonable for an organisation to contact its customers.

The ex-directory status means that a named customer cannot be traced through the telephone directories. It is not in itself a reason not to contact a customer, for research purposes. If companies did not contact ex-directory customers for feedback then any market research they commissioned would not be truly representative of their customers. Hence why customers who are ex-directory are included in the samples we are provided.

What happens to your data?

No information is collected during any survey without your prior knowledge. Your responses and details will remain anonymised unless you have explicitly given your consent to be named. This means that your name and details or the name of your organisation will not be passed onto to our client or to any other third party. Responses you have provided will generally be reported in an aggregated format (responses are pooled with those of other survey participants)

On occasion, our surveys may ask for your personal information that enables you to be identified, such as your name or email address, for the purposes of a prize draw, or a follow up survey for example. When this information is requested, we will clearly state the reason we are asking for it, and ask your permission to use it for the reason stated.

It may be necessary for us to transfer data outside of the EEA, when doing so, we will ensure that this is sent as per the GDPR regulations and that the relevant country has protection for the rights and freedoms of data subjects in connection with the processing of their personal data

How do we ensure your personal information is secure?

We take our responsibilities very seriously in ensuring your personal information is secure. As such, we take every reasonable precaution to safeguard your information so that it is protected from loss, theft or misuse. These precautions include secure servers. controlled access to our computer systems, anti-virus systems, encryption of any personal data and physical security of our offices.

We have policies and procedures in place to ensure the confidentiality and security of data. We inform and train our staff based on these policies and procedures.

For research purposes only, we may have to transfer your data to a 3rd party that provides us with support and services, we require them to safeguard all personal information and maintain security measures as prescribed by our company.

What are my rights?

Under the General Data Protection Regulation, you have certain rights

If you wish to exercise any of these rights please contact:


The only information that we collect from our website, is information you have voluntarily given us through any enquiries sent.

How long will we keep your information?

Personalised data will be anonymised or deleted within six months of a project being finished. Anonymised data will be held for up to two years.


If you have any further queries concerning how we handle your data, please e-mail us via

If you are unhappy with the way that your data is being handled by Critical Research you have the right to make a complaint to the Information Commissioner’s Office (ICO)

Changes to our policy

We regularly review our privacy policy and we will place ay updates on this page.

Legal Obligations

Under certain circumstances permitted or required by law such as judicial reviews, court orders, or legal process we may be required to disclose personal information.

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