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. Heading up our 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. Sam is also responsible for our marketing activity.
Steve Pick
Research Director
E: [email protected]
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 also 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 range of projects, particularly within the gaming, sport, transport and finance sectors. She’s particularly skilled at creating interesting and engaging surveys, for UK and international projects, and enjoys using innovative techniques to collect and analyse data.
Billy Pratt
Senior Research Executive
E: [email protected] Joining in 2022 from an EdTech company where he conducted research to test the effectiveness of their products with teachers and other end-users, Billy has experience in both quantitative and qualitative research. He also has experience as an academic researcher, working at the University of Sussex’s Centre for the Study of Corruption.
Lydia Beauvais
Senior Research Executive
E: [email protected] Lydia joined in March 2023, with experience of working with blue-chip companies, measuring the effectiveness of VR diversity & inclusion training and providing consultancy on enhancements. The use of VR as a tool is her niche skill set and is supported by her MA in Occupational & Organisational Psychology.
Madison Harris
Research Executive
E:[email protected] Madison joined in June 2023, graduating with a BA in Classical Civilisation and an MSc in Digital Marketing. As part of her MSc she developed her own survey research project on influencer marketing. Since joining Critical she has been working on a range of quantitative projects.
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