CRITICAL RESEARCH TEAM

Ben Farr

Managing Director
E: [email protected]
Ben, a vastly experienced research professional, started his career at Gfk working within the media research team. Managing Director at Critical Research since 2013, he has worked with some of the largest global companies including leading media owners, financial service organisations and major brands across a range of sectors.

Patrick Fraser

Research Director
E: [email protected]
Previously Head of Central Government Research at Ipsos MORI, Pat joined Critical in 2009 and now works in a mainly full service capacity for some of our financial and private sector clients such as Grant Thornton, Bibby Financial and AXA PPP Healthcare. In addition to his research role, Pat is also the Group Finance Director.

James Hopkins

Research Director
E: [email protected]
With over 25 years working in the sector, James has a wealth of knowledge on financial research, working with financial services companies, intermediaries, regulators and consumer bodies. James has written academic papers, presented at market research conferences and led a steering group committee at the House of Commons with the Money and Pensions Service.

Jon Wood

Research Director
E: [email protected]
Since 1999 when he joined Critical, Jon has spread his time working with both end clients and other research agencies. The result of which is experience in every sector from FMCG to Pensions and Sports NGBs to Insurance with the continued goal of always trying to make clients’ lives easier.

Kay Rossiter-Base

Research Director
E: [email protected]
Kay joined Critical Research in 2017. She has worked in research for over 30 years and in this time has gained significant experience covering a wide range of topics including telecoms, media, financial, and advertising/ branding. In recent years she has specialised in media and communications research.

Nigel Marriott

Operations Director
E: [email protected]
Nigel has been heading up the operational aspects of Critical since 1994, having previously worked in the automotive and aerospace industries. He also assists in some of the more technical projects’ aspects such as real time results portals, and new online survey techniques.

Nick Williams

Qualitative Director
E: [email protected]
Before joining the commercial research world, Nick was both an academic researcher and a university lecturer. After spells at other agencies, Nick joined Critical in 2014 to head up our qualitative arm and leads on all things in this field currently working with clients such as Allianz, Christian Aid and Axa.

Paul Sheppard

Research Director
E: [email protected]
Paul joined Critical Research in 2017.  He has more than 20 years research experience in both quantitative and qualitative techniques having worked across a number of areas including retail, finance and telecoms.  Most recently Paul has been specialising in communications/ media research through his work on the Ofcom account.

Sarah Connis

Research Director
E: [email protected]
Sarah has 20 years’ research experience and has been instrumental in developing Critical’s charity sector offering. She regularly works with clients such as British Red Cross, Age UK and the RSPB and Sarah has previously spoken at Charity Group events. Recent projects include supporter engagement research, legacy giving and communications ‘opt in’ research.

Samantha Day

Director
E: [email protected]
Sam has nearly 20 years of market research industry expertise covering both consumers and b2b.  Sam heads up our in-house Face to Face team who work nationwide including in-home, on-street, hall tests, and exit interviews, for a variety of clients including Ofcom, The Woodland Trust, and the Money and Pensions Service amongst many others

Steve Pick

Research Director
E: [email protected]itical.co.uk
Steve spreads his expertise across both the financial and sports sectors at Critical and also works in partnership with a number of other research agencies and consultants. Along with clients such as Sport England, the LTA and the Money and Pensions Service, he is also in charge of Critical’s marketing activities and jointly heads up recruitment of new executives.

Dennis Krushner

Chairman
E: [email protected]
Dennis designed the UK’s first telephone interviewing software for microcomputers in the 1980s and since then has operated as Technical Director at Critical. In recent times Dennis assumed the role of Chairman. He has recently developed an attitude ranking technique and is still involved in research work at Critical whenever required.

Derek Farr

Consultant Statistician
E: [email protected]
In addition to establishing the very first UK CATI research company (MRE Ltd.), Derek is a professional Statistician of many years standing. He is widely published – mainly providing detailed Technical Reports to support survey reports for Government, Regulatory Bodies and Blue Chip Companies.

Phil Reilly

Research Manager
E: [email protected]
Phil joined Critical in 2014 and quickly progressed to his current role of Research Manager. He runs tracking and ad-hoc studies with our clients in the sports sector, and also works with a range of clients in the charity, financial, and gaming sectors. Phil is also jointly responsible for mentoring and training new executives in their roles at Critical.

Ellen King

Research Manager
E: [email protected]
Joining in 2017, Ellen is an experienced research manager, working on a wide range of projects, particularly within the gaming, sport, transport and finance sectors. She is particularly skilled at using her technical abilities to create interesting and engaging surveys, for both UK and international projects, and enjoys using innovative techniques to collect and analyse data.

April Diss

Research Executive
E: [email protected]
April joined the Critical Research team in September 2019, and has spent her time working on a variety of projects in the charity and transport sectors.  Her experience is predominantly quantitative and includes online, CATI and CAPI.  She has also worked on projects that require qualitative analysis.

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Katrina Rayment

Research Executive
E: [email protected]                       Joining in 2021, Katrina is a Psychology graduate with experience in mainly quantitative research. She has spent her time at Critical helping to manage the day-to-day running of projects and working on creating engaging surveys for online, CAPI and mixed-method projects, including those in the transport, charity and financial sectors.

SUPPORT STAFF

Mark Jacobs

IT Support and Development

Chris Exley

Call Centre Manager

Jessica Kjaer

Operations Manager

Karen Dowley

Administrative Coordinator