United Kingdom


REO is a leading, specialist agency that helps brands to optimise every touchpoint on their customer journeys. We do this through user experience research & design, conversion rate optimisation programmes and bespoke customer experience strategies. Our highly experienced UX team employs a full range of specialist tools and approaches; covers all device-types; and works across the broadest spectrum of business sectors. We have our own UX testing facilities in Central London; plus, as the sister agency of leading AI-driven marketing automation platform, REO, we also have the knowledge and expertise to enhance customer experience at any stage in the optimisation lifecycle.

Company Facts

Founded Employees User Researchers
2000 30 6
Founded Employees Researchers

Services Offered in The United Kingdom

Qualitative Research
  • Usability testing (lab, field, remote, fast sprint testing)
  • Eye tracking
  • GSR (Galvanic Skin Response)
  • Facial Expression Analysis
  • Ethnography
  • Contextual inquiries
  • Diary studies
  • Journey mapping
  • Moderated forums and focus groups
  • User needs research
Quantitative Research
  • Online surveys
  • Segmentation, personas
  • Utility analysis
  • Card sorting, tree testing
  • Structure tests
  • User centred design
  • A/B/n testing

User Research in The United Kingdom

Key Points about the British Market

Languages research can be conducted in:

All research undertaken by REO is conducted in English amongst strong English speakers. However, simultaneous or post-study translation is often arranged as are sessions with users who have settled in the UK relatively recently.

Challenges for recruitment of research participants:

Although adult internet usage is almost universal in the UK [latest published government figures show recent usage to stand at 99% amongst 16 to 34-year-olds and at 80% even amongst 65 to 74-year-olds], levels of technological confidence and ‘savviness’ do vary considerably amongst older user groups as does device choice so that these factors need to be considered when recruiting for, designing and running user testing sessions.

Cultural pitfalls and solutions, how to’s, typical response behaviour:

There can be significant attitudinal differences between the big cities and more remote rural environments.

Cultural and ethnic diversity in the UK is broad and it is important that researchers recognise potential sensitivities when developing research questions or discussion points; and when considering the mix of participants for group research sessions.

Typical response behaviour and how to deal with it

Some British user testing participants will take ‘politeness’ to extremes describing their journeys as ‘straight-forward’ or ‘easy’ even when this is far from true! In these situations, the skilled moderator’s ability both to frame questions in a way that doesn’t suggest a ‘desirable’ answer and to maintain focus on user behaviour rather than user narrative, becomes all the more important.

The British Market

Inhabitants:66.992 Million

% Mobile Internet Penetration:72%

Share of e-commerce sales of total retail sales:20.6%



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