Moving business ideas forward
Progress isn’t perfection, but a step in the right direction
Ideas drive progress. Too often, the good ones get stuck, lost in noise, drowned by distractions.
We’re here to change that. To give the great ideas the momentum they need to thrive.
We are Critical Truth
Where data science, social science, and marketing science converge.
We blend innovative research methods with advanced analytics to bring clarity, objectivity, and direction to every stage of your commercial journey.
We cut through the noise and ensure the best ideas rise to the top.
We’re for people who want more than just a seat at the table.
People who crave progress over process. Momentum over meetings.
From natural language processing to custom software solutions, we bring the expertise to help great ideas see the light of day.
We focus on what matters; helping you promote good ideas and quickly demote the ones that are… how should we say… not so good.
If that sounds like your kind of partnership, let’s chat.
How we work
Research
Great ideas die if they can’t be defended, and defense comes from specificity. We reject generic insights and biased methods.
With proprietary innovations in natural language processing, we simplify vast, complex cultural data into actionable insights.
Our first step goes deeper than most competitors’ final. We map categories, forecast growth areas, and define likely customer segments before even thinking about paying for focus groups or surveys.
Experiments
Ideas only move forward if their economic potential is undeniable.
People struggle to articulate what they want, so we don’t waste time or money pretending that they can. Instead, we use advanced research methods to uncover what they want and why. Our focus is on testing; will they pay for it, how much, and how many are willing and able to do so?
This is why we distinguish between research and experiments. We’re not asking naive questions; we’re testing hypotheses and turning data into decisions.
Analytics
Defending an idea within a business requires mastery of its data.
Too often, this is hindered by the cost of maintaining in-house expertise or overpriced, one-size-fits-none SaaS solutions. These systems overpromise, underdeliver, and leave teams spinning their wheels.
We provide flexible, tailored solutions that help you maximise the value of your data, without the overheads. Whether it’s quick questions, big questions, or complex ones, we will dig into your data and find the answers. No pomp. No puffery.
Critical Truth Reports
Recent client work
Category and cultural trends for social media marketing
Hootsuite is world-leading social media analytics and management platform. They pride themselves on understanding the forces influencing social media marketing. To help this, we’re creating a picture of the trends influencing categories they service, with a particular focus on financial services, government, healthcare, and education. To enable this, Critical Truth have handled all aspects of delivering surveys and experiments with both marketers and consumers, analysing industry media, and analysing posts published through the Hootsuite platform.
“Working with Critical Truth has been an eye opening experience. We're collaborating on an industry report with them and the way they are thinking about the market, the data - has us all thinking about the potential of this report differently. They are truly creative with their analysis and for so long I thought that was an oxymoron. The fact that they’re nimble and more collaborative than other partners is icing on the cake!”
Billy Jones, VP Marketing, Hootsuite
Cultural trends for sports events
The Tourism Australia strategy and insights team helps sports bodies gain government support for hosting key world tournaments. Critical Truth is helping them understand the historical impacts of major events globally and of the recent Women’s FIFA World Cup, with regards to outside perceptions of Australia as a tourist destination.
“Tourism Australia’s Major Events strategy is to turn moments of natural interest in our country as a sporting location towards Australia as a destination brand. It would be easier to measure ticket sales but that’s just not what we do. Critical Truth have helped us bring together a wide range of data sets to help prove the value of events on destination perceptions and then on visitation. This is a groundbreaking piece of analysis in this space with lots of interest from TA’s myriad partners who also work in this space. What’s more they’re super smart, highly collaborative, and really nice to work with”
Rob Dougan, Executive GM, Research and Strategy
Segmentation build to support loyalty approaches
Kitchen Warehouse is a leading kitchenware retailer for those who enjoy cooking. To help them tackle their goal of creating greater customer loyalty, we’re providing a forward-looking view of category trends, conducting exploratory data analysis of Kitchen Warehouse customer and transaction data, and survey-based experiments with known customers to build their segmentation solution and improve commercial measures.
About us
Mark Razzell began his career in consumer marketing, working in strategic roles where he quickly realised the power of his quantitative skills to drive commercial success. As both a data scientist and marketing strategist, Mark grew increasingly frustrated by the slow pace of innovation in market research, which often failed to leverage cutting-edge data-driven tools. In 2017, this frustration sparked a mission: to develop faster, more accurate methods for uncovering category and cultural insights that to enhance market orientation.
The journey accelerated when Jonathan O’Hara joined forces with Mark, bringing a complementary skill set that pushed their work to new heights. Together, they immersed themselves in the fast-evolving field of Natural Language Processing (NLP)—a branch of AI focused on extracting meaning from unstructured data. These innovations now form the backbone of their new wave of AI-powered tools, enabling rapid, robust analysis of market dynamics and cultural trends.
Mark Razzell
Mark has 13 years experience in marketing strategy and data science. He studied evolutionary biology and behavioural ecology in undergrad and postgrad, and worked in veterinary science before making the leap to the commercial world via the pharmaceutical industry.
Jonathan O’Hara
Jonathan is a versatile data scientist and social researcher with a strong skill set in research, data management, and education. Prior to working in marketing, he earned his PhD in Social Psychology in 2015 and spent eight years in academia and government primarily focused on health equity.
Contact us
Got a question about your business or ours? Send us a message and we’ll have a chat.
