London based market research agency, Critical Research, is one of the leading independent research agencies in the UK. 

Critical worked with Age UK to provide guidance and advice on content, format and signposting for their publications.

Since 2005, we have conducted in-home research with adults aged 16+ to understand their media use and attitudes and with parents and their children aged 5-15. More recently, research has also been undertaken with parents of children aged 3-4.

Since 2009 we have provided SunLife with a continuous measure of customer satisfaction and understanding across a range of products.


We are extremely passionate about the work we do, and our priority is to always exceed our clients’ expectations. We work in partnership with our clients to fully understand their needs, aims and objectives and get the answers to the questions they are trying to find out.

Homestart Logo
Peter Grigg, CEO Home-Start UK

Critical worked with Home-Start UK and our partners on an online survey with over 4,500 new and expectant parents, exploring their experiences during the Covid-19 lockdown.

The Critical team were expert, efficient and flexible, and went the extra mile to ensure the survey was launched online in a tight timescale. They helped developed the survey, conduct it, analyse and present the findings and worked hard to ensure the survey was as useful to us as possible, and to accommodate the needs of the partner organisations. 

Sport England Logo
Helen Bibby, Sport England

Critical have been excellent to work with. They are flexible in their approach, and deliver to an excellent standard.

They are ideal people to work with – always responsive and accommodating, nothing is too much for them. I would not hesitate in recommending Critical Research to others.

Chelsea FC Logo
David Hollinshead, Chelsea FC

“I have worked with Critical Research for over ten years and the length of the relationship is testament to the quality and consistency of their delivery.  I wouldn’t hesitate to recommend them and indeed I frequently do.

Similarly to my time at The Football Association, we work with Critical Research across a broad range of projects, from strategic continuous tracking to tactical dips and I can always depend on the team to deliver a high quality and insightful output.”