Nick Williams

Director of Qualitative Research

Nick is an escapee from academia, having worked firstly as an academic researcher and then as a university lecturer before moving into social research and then finally, market research. As such he readily admits to ‘not doing the numbers stuff’, concentrating his skills instead on organizing discussion groups, face-to-face in-depth interviews, telephone interviews and online discussion boards. He does this for a wide range of clients including charities, insurance companies, music exam boards, retailers and local government and he describes the most satisfying projects as being those in which the client ends up saying ‘I didn’t know I needed to know that but I’m really glad that I now do.’ Nick loves how with qualitative research you never know where a respondent’s answer is going to take you. He adopts the same approach to life outside of work; when not in the office Nick can often be found out exploring with his bike and a ‘bivvy bag’ practicing what he refers to as ‘slow cycling’ and going wherever the road takes him. A qualified bike mechanic Nick also loves tinkering with old bikes in his spare time (as well as occasionally fixing up old cars) and in another life he would be working in a barn in rural France building hand-made bicycle frames.

Email: nick.williams@critical.co.uk
Telephone: 0203 643 9033

Nick Williams
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