independent. agile. innovative.

London-based market research agency.

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.

A mixed method study to help the British Red Cross understand how people use phone ‘apps’ or web pages to learn new skills, specifically first aid.


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.

Andrew Manly, RSPB

The RSPB has enjoyed a collaborative working relationship with Critical for almost two decades.

Critical’s enthusiasm for taking on challenging briefs, its adaptability in problem-solving, excellent project management, and above all, its friendliness, makes working with them an ongoing pleasure’

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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.

Marina Chenery, Operation Smile

I have seen the work produced by Critical and I was very impressed by the final product.

They ensure that the deliverables are relevant and actionable. Projects are run very smoothly and they kept us informed every step of the way. They are also very friendly and jargon-free team. I highly recommend their services whether you are new to research or have lots of experience.