Eligibility for R&D Tax Credits is broader than many think. It's not just pure science.

Developed a new product/service or process?
Or sought to materially enhance an existing one?
Ask yourself, has there been technical innovation and some form or risk (i.e. the outcome was unclear), Then it is likely that you will be eligible to claim R&D tax credits.
From HMRC’s perspective, they want to know what the scientific or technological advance was that you sought to create.

The definition of R&D is deliberately broad, and applies to every sector.

Instead of thinking of R&D as only happening in scientific labs, think of it as processes where you:
•Take risks
•Resolve uncertainty
•Make new or appreciably improved processes / products
•Extending knowledge or capability

An advance is measured against the knowledge available in the public domain or the knowledge base to be expected of a competent professional at the start of the project.
Most importantly success in the project is not a requirement for eligibility, the key is taking risk to resolve uncertainty.