Vision Critical

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Vision Critical Communications Inc.
IndustrySoftware and market research
HeadquartersVancouver, British Columbia, Canada
Area served
Key people
Scott Miller (Group CEO), Vinod Hariharan (CFO), Alan Price (CTO)
ProductsSparq platform
Number of employees

Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure communities of customers.[1] Based in Vancouver,[2] the company was founded by Andrew Reid in 2000 [3] and works with over 700 global brands around the world[4]. In 2018, Vision Critical took home a BIG Innovation Award from the Business Intelligence Group.[5]. Vision Critical was ranked Canada’s 46th-fastest-growing software development company by PROFIT magazine’s PROFIT 500 in 2015.[6] The company has also taken home awards for its work culture, including the 2017 National HR Award [7], Achievers 50 Most Engaged Workplaces in North America [8] and Canada’s Top Employers for Young People [9].


After going to film school and working with interactive companies, Andrew Reid realized that the research industry was behind in technology and started Vision Critical in 2000.[10]

In 2004, Angus Reid, Andrew Reid’s father, joined the company.[11] Wellington Capital, a privately held bridge financing and venture debt fund, invested in Vision Critical in October 2006.[11]

In 2009, Vision Critical won the Forrester Groundswell Award with customer NASCAR for the Official NASCAR Fan Council.[12] And in 2011, the company installed its 500th online community.[13]

The company announced that it raised $20 million in funding from OMERS Ventures, the venture capital investment arm of Canadian pension funds company OMERS, in August 2012.[14] In September of the same year, 'Scott Miller was appointed to group CEO, while Andrew Reid became the Chief Product Officer.[15] Later that year, Vision Critical made the Deloitte Fast 50 for the fifth year in a row.[16]

Vision Critical had about $80 million in revenue in 2012.[17]

The company has employees globally.[18] Customers include Banana Republic, Discovery [18] and NASCAR.[19]


Vision Critical’s products include:

  • Insight communities: online communities where companies gain feedback from their customers and stakeholders.[20]
  • IdeaHub: a co-creation tool that taps into the ideas of customers, employees or other stakeholders for innovation and new product development.[21]
  • Voice of market: proprietary general population panels in Canada, US and UK, including Angus Reid Public Opinion, an international public affairs organization under the Vision Critical umbrella that conducts regional, national and multinational public opinion polls.[22][23]

The company has won numerous awards, including being named a Gold winner in the Most Customer Friendly Company of the Year category in the Best in Biz Awards 2013 International competition.[24]


  1. ^ Joseph Czikk (17 July 2014). "Vision Critical Gets $16 Million From Georgian Partners, More". Retrieved 18 January 2016.
  2. ^ El Akkad, Omar (2013). "Vision Critical Communications Inc". Profit Guide. Retrieved 5 June 2013.
  3. ^ "Vision Critical". Financial Post. 28 August 2012. Retrieved 28 June 2017.
  4. ^ "Vision Critical sells its research consulting division, CEO addresses possible IPO this year". 24 February 2016. Retrieved 28 June 2018.
  5. ^ "55 chosen as winners in annual Big Innovation Awards". 7 February 2018. Retrieved 28 June 2018.
  6. ^ "The 2015 PROFIT 500: Canada's Fastest-Growing Software Companies". 2015. Retrieved 28 June 2018.
  7. ^ "National HR Awards - Winners". Retrieved 28 June 2018.
  8. ^ "50 Most Engaged Workplaces™ Award Winners for 2017". Retrieved 28 June 2018.
  9. ^ "Top Employers for Young People tap into the next generation". Retrieved 28 June 2018.
  10. ^ "How Vision Critical sees the future of brand engagement". Retrieved 5 June 2013.
  11. ^ a b "The Poll Position: Angus Reid". Retrieved 5 June 2013.
  12. ^ "Winners of the 2009 Forrester Groundswell Awards". Retrieved 6 June 2013.
  13. ^ "Vision Critical reaches milestone with 500th Community Panel". Retrieved 5 June 2013.
  14. ^ "Vision Critical raises $20m investment from OMERS Ventures". Retrieved 6 June 2013.
  15. ^ "Vision Critical promotes Scott Miller to group chief executive". Retrieved 6 June 2013.
  16. ^ "Deloitte's 2012 Technology Fast 50: Ontario Dominance and RIM's Surprising Acension [sic]". Retrieved 18 January 2016.
  17. ^ "Hong Kong: Gateway to half the world for Canadian businesses". Retrieved 5 February 2014.
  18. ^ a b "2013 Entrepreneur of the Year Runners-Up". 7 October 2013. Retrieved 5 February 2014.
  19. ^ "Q&A: Brian Moyer, Director of Market and Media Research for NASCAR". 19 August 2013. Retrieved 5 February 2014.
  20. ^ "Vision Critical Transforms Marketing Research Methods in Japan". Retrieved 5 June 2013.
  21. ^ "Vision Critical Launches IdeaHub Co-Creation Tool". 22 October 2013. Retrieved 5 February 2014.
  22. ^ "Daily Research News Online no. 10692 - Angus Reid and Vision Critical to Merge". 13 October 2009. Retrieved 27 November 2012.
  23. ^ "Pollster bragging rights". 16 October 2008. Retrieved 27 November 2012.
  24. ^ "Best in Biz Awards 2013 International winners". Retrieved 5 February 2014.

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