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Focused on Clients


We are proud that the vast majority of our client engagements come from repeat clients, clients who have moved to other organizations and maintained their relationship with Critical Insights, or from referrals. Philosophically, our hallmarks as an organization are accuracy, integrity and a commitment to our clients' success. We view our clients as our partners, with an ongoing commitment to that partnership. One of the things of greatest value to our clients is our ongoing commitment, even after a study may be complete. We are always just a phone call or an email away and remain available to all of our clients for ongoing consulting, workshops, and presentations.

Focused on Accuracy, Quality and Transparency


Our meticulous and rigorous attention to detail throughout the research process results in reliable data and, most importantly, data that is actionable. We also have a commitment to a process that is transparent: We believe that clients make wise decisions based on good research, and we encourage our clients to participate in that research process by observing how the research is being gathered. This takes many forms, from encouraging clients to observe focus groups either on-site or remotely, or to make use of the software we have installed that allows clients to listen in on telephone interviews remotely, or watch the progress of a web-based survey via a specially constructed client site. We believe that the research process itself should be easily understood and accessible, and work diligently to remove the "smoke and mirrors" approach to research that many clients have experienced at other firms.

Focused On Strategy


While we use both “polling” and “market research” in our work, our work does not stop there. Our aim is not to provide clients with glossy reports or reams of data in attractive binders. In short, while our work involves gathering information, we do not simply gather information and report data, but we analyze and distill that data in order to provide our clients with relevant, compelling decision-making recommendations and strategic guidance.

Critical Insights' Approach