Vision Critical

Everybody knows that the days when pollsters could phone up a diverse sample of people and get measured responses to an in-depth survey are, well, gone. Long gone. What’s surprising is how slow the market research world has been to follow Vision Critical’s lead.

The company was founded in 2004 by Andrew Reid – son of legendary pollster Angus Reid (now Vision’s CEO) – and, unlike the competition, the software-and-services firm operates solely in the realm of web-based research. Calling upon a database of nearly 100,000 households (who get nominal remuneration to participate in various studies), Vision Critical now serves the research needs of many of the world’s top brands (Starbucks, GM and Kodak, among others), using interactive technology, strategic researchers and global online panels. As one of our experts put it, “No one comes close to their breadth and depth.” (Read Frances Bula’s story on Vancouver’s cut-throat polling scene in the May issue of BCB.)

Vision has grown 70 per cent in each year of its existence and now counts more than 300 employees in 10 offices worldwide. According to a recent Deloitte survey, it’s the fastest growing tech company in B.C. This February the company announced revenues had increased 50 per cent in 2009 over 2008, marking the most successful year in the company’s history.