Being really good at what you do is an accomplishment – developing expertise in areas of the business requires a whole new level of commitment

Driving Growth in Mainstream Market Research

Every organization tries to find an edge or a way to be different from its counterparts. Our difference resides in our desire to be exceptional in data analysis and bringing a deeper lens to the insights that we produce. In our journey, we became experts in certain areas of practice across consumer, technology, and B-to-B portfolios.

Customer Satisfaction

One of the most common applications of market research today is customer satisfaction.  Our difference in this category started out as a thought leadership exercise and moved to having an operational impact in our clients’ businesses.  Client satisfaction analysis can be very misleading, and the competitive landscape is typically a battleground.  People and companies are generally happy or at least tolerant of their business relationships.  Most clients, even the frustrated ones, don’t leave.  Typically, a client will not leave an existing business relationship unless a better opportunity presents itself where switching is convenient. We separate the satisfied from the delighted and hone in on the factors that have the greatest impact on acquisition and retention as well as the greatest share of wallet and, more importantly, share of mind.

Employee Engagement

There is a fundamental difference between employee engagement and employee satisfaction.  Not to diminish the relevance of employee satisfaction benchmarking and where a company ranks, the difference between the two approaches is the ability to connect the research to strategic and operational planning.

In our view, employee engagement research should always include satisfaction metrics, but its function is far more strategic and identifies the factors that foster participation and maximize recruiting and retention outcomes.   Our framework integrates satisfaction metrics with program, culture, health, social, physical, and performance attributes that are connected to human behaviour modelling.

Feasibility and Market Sizing Analysis


Market sizing is both a science and an art. We help our clients manage risk by testing assumptions and drilling down into the viability of their business. This intersects primary research with secondary research and economic modelling. Knowing how the market feels and thinks is only one aspect of being able predict whether the market will adopt a new product or technology, increase their share of business, or switch brands.

Regardless of whether it’s a new product or a competitive alternative that requires market share penetration, our methodology triangulates the volume of market production (units and dollars) with economic trends and overlays it against past and predicted behaviour from primary market research. This provides our clients with a forecasting analysis that accurately predicts the size of the opportunity, rate of adoption and sales cycle impact.


You have probably gathered that segmentation analysis is our thing. The Canadian market is a mosaic of diversity. We sought to find the underlying factors that make people unique and develop a better understanding of how to connect with them.  Geography and demographics, although important in marketing application, do not effectively split people into truly homogenous groups.

We wanted to bring research to a new operational level and took a human psychology approach to segmentation, starting with Maslow’s and moving on to Myers-Briggs. From there we engineered a segmentation model that was built to decipher and predict behaviour and how different segments of a population will respond to a product, service, or proposition.

Behavioural Analytics

UX Testing and Recruiting

Often the best technologies fail in gaining market acceptance or meeting market share goals. The competitive landscape in consumer- and business-facing technologies has impacted the importance of the smallest details in features, usability attributes, and interface mechanics of digital applications. Our skillset in UX testing in both qualitative and quantitative environments helps ensure our client’s technology platform doesn’t just meet the user’s needs, but capitalizes on the nuances that differentiate it from the competition.

Experience and technology. The strength of our offering is leveraged through decades of experience in testing mobile applications, website design, and proprietary software solutions. Our technology infrastructure incorporates qualitative and quantitative testing environments where we can bring conceptual models to research samples that reflect your target market(s).