A passion for
simplifying the complex.

Critical Mix was founded with a vision to simplify the creation of

insights using smart and easy technology and a team

of passionate people.

OUR STORY

Analysing data and making tough business decisions is stressful enough. We believe that you should not have to worry about managing sample quotas, programming surveys and being able to find someone if you have a question or an urgent request.

Our mission was clear. Make it easy and enjoyable to access high-quality insights, whenever and however needed.

We eliminated the hassle by simply streamlining the process with easy-to-use, collaborative tools and hiring the best and brightest in the industry to care for our customers.

OUR VALUES

We are driven to do what’s right for our survey members, employees and clients at all times!

members-first

Members First

Survey respondents are a limited resource and the core of any successful research project. Our philosophy is that they should be respected at all times and treated like human beings. Engaged and satisfied members result in higher quality data and more valuable insights.

employee-power

Employee Empowerment

Every employee plays an important role in building the company for the future by discovering creative and innovative ways to do things. Everyone at Critical Mix is empowered to make the right decisions to best serve our clients, members and each other.

customer-care

Customer Care

Our passion is for making things simple. We worry about sample sources, project quotas and data integrity so our customers can focus on their business. Our team is dedicated to providing the best customer service experience in the consumer insights industry.

THE MIXPERIENCE

Companies around the world rely on our smart and easy-to-use sample, survey and insights solutions to help them innovate and grow. That’s because we make it incredibly easy to:

  • Reach target audiences anywhere in the world.
  • Program and host user-friendly, engaging surveys.
  • Visualise data so you can make decisions faster.
  • Contact your account team whenever you need them.

We will always provide the best experience possible – to our customers, employees, members and each other.

customer-chart

LEADERSHIP

Colin Turner-Kerr

Managing Director – UK

Dina Patel

Customer Care Director

Pratik Sharma

Operations Head - Customer Care

Hugh Davis

Co-CEO

Keith Price

Co-CEO

 

Colin Turner-Kerr

Managing Director – UK

Colin leads the growth and development of the Critical Mix business in the UK and throughout Europe. He has over a decade of research, research technology and online panel experience. Colin was an early innovator for the online panel and technology business in the UK, where he played a fundamental role in the development and growth of Global Market Insite (GMI) Europe prior to their merger with Lightspeed. Colin also held commercial, account management and product development roles at Mintel International Group.

 

Dina Patel

Customer Care Director

Dina oversees our Customer Care department for Europe, ensuring high standards of client satisfaction and delivery. Dina has over 12 years of quantitative experience in the market research industry, having started her research career in CATI, before moving into online methodology. Dina’s expertise includes telephone research, project management, account development, client servicing, operations, delivery, and team management. Prior to Critical Mix, Dina was servicing major accounts and managing a team of project managers at Toluna.

 

Pratik Sharma

Operations Head - Customer Care

Pratik is the Operations Head – Customer Care in Europe with over 16 years of experience in Operations, Marketing, Sales and Market Research across multiple sectors. Prior to Critical Mix, Pratik has been responsible for leading a team of 100+ across Europe for Toluna. He has also been a vital part of the Operations team in Ciao EU and Greenfield online, gaining worldwide experience and serving varied client requirements across the globe.

 

Hugh Davis

Co-CEO

Hugh is a co-founder of Critical Mix and is responsible for setting and executing strategy, leading the company to reach 43rd on the Inc. 500 list of the fastest growing private companies in America in 2015. Hugh is an entrepreneur with over 20 years of experience in developing internet businesses. Prior to founding Critical Mix, he played a significant role in transforming Greenfield Online from a two-person start-up into a global, 600+ employee, publicly traded company (Nasdaq:SRVY) which was subsequently sold to the Microsoft Corporation. Hugh is experienced in managing operations, strategy, marketing, and entrepreneurship.

 

Keith Price

Co-CEO

Keith is a co-founder of Critical Mix and has over 20 years of management experience in sales, marketing, operations, and administration. His passion is building and leading client focused service organizations. Most recently he managed the North American P&L for Toluna (AIM: TOL.L). Keith was responsible for the $100m global research business at Greenfield Online (Nasdaq: SRVY) from 2008-2009. Keith’s expertise includes business integration, new product development, and sales distribution strategies.