Critical Research

Critical Research is a family-run, independent market research agency in London. Derek Farr and Dennis Krushner founded it in 1991, and it carries out studies for government bodies, charities and brands that need evidence for decisions on policy, strategy and customers.

What Critical Research does

• Quantitative research: surveys, online platforms and analysis to track markets and customer behaviour.
• Qualitative research: focus groups, interviews and ethnographic studies into motivation.
• Specialist techniques: conjoint analysis, MaxDiff and key driver analysis.
• Flexible fieldwork: face-to-face interviews, including in-home research, and online methods.
• Research programmes: rapid feedback, strategic studies and long-running tracking work.

Clients

The agency serves public and private sector clients. It has worked with Age UK, the British Red Cross, the RSPB, Sport England and Operation Smile, and has run in-home studies on media use with adults, parents and children since 2005.

Key facts

• Based in: London, with a second office in Watford
• Founded: 1991
• Founders: Derek Farr and Dennis Krushner
• Ownership: independent and family-run