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.

This privacy policy applies to our website and all service provided by Critical Research

The purpose of this policy is to give you a clear explanation about how we collect and use the personal information you provide to us and that we collect. We ensure that we use your information in accordance with all applicable laws concerning the protection of your personal information.

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, by post, or Face 2 Face.

We follow the Code of Conduct of the Market Research Society and comply with UK Data Protection Act 2018, UK GDPR and we are registered with the Information Commissioner’s Office as a data controller (registration number: Z1615219)

Why we contacted you

When we contact you, it will generally be for one of the following purposes:

We will never ask you to buy anything or ask for a 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 email invitations or phone calls, will clearly identify us and explain the purpose(s) of our contact.

Legal Basis

Our legal basis for processing of your personal information is:

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.

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:  [email protected]

Types of 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 the UK Data Protection Act 2018 and UK GDPR, our grounds for processing data are 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

The personal information we collect will be used for the following purposes:


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


We will never pass your personal information on to other organisations for them to use for their own marketing purposes.

However, we may disclose your personal information in the following circumstances:


Our website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyse and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt out of these cookies. But opting out of some of these cookies may affect your browsing experience.

Our survey platform uses cookies that are stored on your browser as they are essential for the working of basic functionalities of the website.

Some of our email communications contain tracking pixels. These are used to monitor where such communications are being opened.

International Transfers

We will sometimes need to transfer your data outside of the UK, to make sure we can deliver on our services or because our clients are based outside of the UK. We will always explain this to you, and we will never transfer your data outside of the UK without your consent.

We will always ensure safeguards are put in place by completing one of these measures:

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.

Retention Period

Personalised identifiable data will be anonymised or deleted within six months of a project being finished unless prior permission has been received (you consented for us to contact you for periodic research on an ongoing basis).

Anonymised data will be held for up to two years.


For certain market research studies, we offer an incentive for participation. Our staff will administer all incentive payments. In order to administer these, we may collect details such as your name and email address (e.g. to send an Amazon voucher). Unless you have previously consented, your personal data will only be used for the purpose of sending an incentive and will be deleted as per our retention period.

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: [email protected]

Or by post:

FAO: Data Protection Team

Unit 7, Baden Place

Crosby Row




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

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 any updates on this page.