Our Purpose

Our history

Formerly trading as Ci Research and as Customer Insight Limited, Mustard has almost 25 years experience of supplying qualitative and quantitative research services for clients across private and public sectors — with strong case studies in financial services, retail, FMCG, leisure, b2b, building and construction, social research, education/skills, healthcare and chemicals/pharmaceuticals.

Mustard history

The management team has over 100 years experience between them, and have operated within the highest echelons of the business world – across multiple  sectors including engineering, financial services, retail, education/skills and within the public sector. 

The portfolio of market research services has grown over the years. As well as expertise in traditional market research methods, we also offer a number of new methods and hybrid research techniques — including online communities and innovative social media led solutions.

A number of our clients have remained loyal to Mustard over the years since its inception – clients who have witnessed over the years our dedication to making a difference and our commitment to teamwork, quality, service and innovation.

An overview of the events and advancements in the history of Mustard:

2017 - Employer of the Year: FSB & World Pay Business Awards (Regional Winner)
2016 - Double award winners at regional FSB Awards - including Business of the Year
2016 - Launches "popcorn" (3-stage innovation process)
2013 - Moves into new premises in central Manchester (56 Princess Street)
2012 - Rebrands as Mustard (Mustard Market Research Ltd.)
2012 - Launches #Just-Sayin’ (social media research tool)
2011 - Launches the Brand Alignment Monitor (BAM™) in conjunction with Brand Vista
2011 - Launches first of its online communities
2011 - Celebrates 21st birthday by holding a summer ball and raising £10,000+ for local charities.
2010 - Launches the Shopper Insight Film.
2009 - Celebrates its 20th birthday by announcing its intention to raise money for local charities.
2009 - Announces Management Buy-Out by Ian Font, Colin Auton, Andy Wright and Richard Walker.
2008 - Becomes ISO20252 accredited.
2006 - Moves from Water Lane, Wilmslow to larger premises at Alderley House, Wilmslow.
2002 - As part of the group, joins London OFEX market after successful IPO.
2001 - Merges with its research technology joint venture to form j4b group.
1999 - Re-branded as Ci Research to reflect the agency's broader service offer.
1998 - Moves offices to Wilmslow.
1995 - Management buyout from Silverwood Communications Group.
1995 - Moves from offices in Didsbury to Princess Parkway to manage growth.
1993 - Becomes one of the first market research agencies in the U.K. to achieve accreditation to ISO 9001.
1989 - Established by Ian Font and Charles Keirl as Customer Insight Ltd, the research arm for the Silverwood Communications Group. Builds reputation for providing leading edge customer satisfaction and service quality benchmarking research, working for organisations such as ICI, P&O, FedEx and Barclays Life. Successfully completes first global survey for ICI.