Best Customer Research Consulting Services in Canada

Canada Customer Research Consultants

In Canada’s fast-moving and diverse business landscape, understanding your customer isn’t just a nice-to-have, it’s essential. Whether you're a startup looking to scale, a government agency seeking public input, or a legacy brand aiming to stay relevant, strong customer insight is the foundation for smart decisions.

This curated list showcases standout Canadian firms that specialize in outsourced, fractional, or project-based customer research. Each brings proven methodologies, real case studies, and leaders who turn feedback into actionable insight and competitive clarity.

We selected these firms based on research-driven practices with measurable outcomes, client-reviewed results with visible ROI, and a strong local presence as Canadian-founded consultancies. 

Looking for more growth-focused tools? Explore our guide to creating a standout video resume or video resume script template.  

Meet Canada’s Customer Research Consultants to Know

CreativeWorks Marketing

🔗 Website: https://creativeworksmarketing.ca

• 📊 What they do: Market research, strategic marketing, brand development, content creation, campaign execution, social media, and digital production.
• 💼 Who they work with: SMEs, B2B companies, and service-based industries across various sectors. 
• 📂 Operating model: Project-based strategic engagements using a proprietary 5-step Marketing Process that blends research, strategy, and execution.

💡 Why they stand out:

• 🔢 Known for their award-winning, structured 5-step marketing framework that uncovers a company’s core brand story and drives measurable success.
• 💡 Specializes in combining deep customer insights with strategic marketing execution, ensuring research translates into impactful campaigns.
• 🔄 Strong focus on helping Canadian companies identify their value propositions and communicate them effectively to target audiences.

Doug Hohener, Founder, CreativeWorks Marketing

🔗 LinkedIn: https://www.linkedin.com/in/doughohener/

Doug Hohener is a seasoned marketing leader and the founder of CreativeWorks Marketing, an award-winning Canadian agency focused on strategic marketing and research. With a track record of over 19 international awards for branding, strategy, research, and digital work, Doug is known for helping brands across diverse industries discover and communicate their unique value. Doug combines a passion for research with practical marketing execution, pushing beyond surface-level tactics to solve root-level business and communication challenges.

INCITE

🔗 Website: https://incitestrategy.ca

• 🧭 What they do: Growth strategy, market and brand strategy, M&A communications and integration, and strategic planning.
• 👥 Who they work with: Owner-managed companies, private equity firms, and organizations across professional services, industry, and the non-profit sector.
• 📂 Operating model: Relationship-driven strategic consulting engagements with a focus on long-term impact and actionable planning.

💡 Why they stand out:

• 🤝 Known for their deep expertise in post-merger integration, stakeholder alignment, and brand strategy in Western Canada.
• 🏛️ A uniquely people-focused, Western Canadian strategy firm grounded in relationships and organizational alignment.
• 📊 Specializes in turning complex market and organizational challenges into focused, strategic roadmaps for growth.

Ted Kouri, Founder, INCITE

🔗 LinkedIn: https://www.linkedin.com/in/ted-kouri-925197/ 

Ted Kouri is the Founder and President of Incite, a strategy firm that helps organizations unlock growth through strategic clarity. With over 25 years of experience in strategy, marketing, business development, and entrepreneurship, Ted leads a team of strategists who support clients through high-stakes decisions and transformative growth initiatives.Ted's leadership reflects Incite’s core belief that business growth stems from clarity, connection, and purposeful planning.

Stone-Olafson

🔗 Website: https://www.stone-olafson.com

• 🎨 What they do: Customer and audience research, brand and communications strategy, organizational effectiveness consulting, and performance measurement.
• 🏛️ Who they work with: Public sector organizations, cultural institutions, tourism and energy companies, and private-sector clients across Canada.
• 📂 Operating model: Custom research engagements with embedded strategic consultation; long-term partnerships and managed research services.

💡 Why they stand out:

• 📚 Known for asking the “right questions” to uncover actionable insights 
• 📈 Specializes in connecting audience intelligence with practical strategy. 
• 🧠 Strong emphasis on internal alignment and team engagement as part of research-driven change. 

Tim Olafson, Co-Founder, Stone-Olafson

🔗 LinkedIn: https://www.linkedin.com/in/tim-olafson-79839735/ 

Tim Olafson brings decades of high-level research and consulting experience to Stone-Olafson. As co-founder of Stone-Olafson, he’s a trusted advisor to clients facing complex organizational decisions, offering a unique combination of qualitative insight, brand strategy, and creative thinking. Known for his calm presence and incisive thinking, Tim helps leaders navigate high-pressure situations with clarity and originality, making him an invaluable voice in the room when it matters most.

Mathew Stone, Co-Founder, Stone-Olafson

🔗 LinkedIn: https://www.linkedin.com/in/mathew-stone-a481b510/ 

Mathew Stone is a strategic research leader with a track record of transforming insights into action. Mathew co-founded Stone-Olafson to help clients use audience intelligence to drive meaningful engagement and business impact. With experience ranging from tourism and economic development to energy and the arts, Mathew is known for forging long-term client relationships and helping brands connect authentically with their audiences

Arcus Consulting Group

🔗 Website: https://arcusgroup.ca

• 📊 What they do: Strategy consulting, customer and market research, organizational transformation, ROI audits, and change management.
• 🏢 Who they work with: Senior leadership teams at Fortune 500 companies, B2B service providers, healthcare organizations, professional associations, and the non-profit sector.
• 📂 Operating model:  Executive-level consulting engagements focused on evidence-based decision-making and integration across business functions.

💡 Why they stand out:

• 📈 Known for their ROI Audit framework, which combines stakeholder interviews with benchmarking to deliver actionable insights.
• 💼 Deep expertise in cross-sector change management, spanning healthcare, sustainability, and economic policy initiatives.
• 🧩 Specializes in facilitating large-scale strategic transformations through collaboration with CEOs and senior executives.

Merril Mascarenhas, Managing Partner, Arcus Consulting Group

🔗 LinkedIn: https://www.linkedin.com/in/arcusgroup/

Merril Mascarenhas is a Certified Management Consultant and the Managing Partner of Arcus Consulting. With over 30 years of experience in strategy, research, and organizational change, he works closely with C-suite leaders to navigate complex transformations and achieve long-term growth. Merril brings a unique blend of strategic rigor and public service, with leadership experience across more than 15 boards.

Intensions Consulting

🔗 Website: https://www.intensions.co

• 🧠 What they do: Market research that blends statistical analysis with psychological insight to uncover hidden consumer motivations and market opportunities.
• 🌐 Who they work with: Global 500 companies, non-profits, and institutions across North America, Europe, and the Asia-Pacific region.
• 📂 Operating model: Customized, insight-driven research engagements rooted in behavioral science and academic rigor.

💡 Why they stand out:

• 🧠 Specializes in uncovering deep psychological drivers behind consumer decision-making, from finance and food to healthcare and advertising.
• 📊 Known for combining statistics and emotion to explain human behavior, producing research featured in both academic journals and global media outlets.
• 📈 A psychology-forward firm with global reach and a reputation for thought leadership in evidence-based market insight.
  
  

Nick Black, Managing Partner, Intensions Consulting

🔗 LinkedIn: https://www.linkedin.com/in/nickblackorg/

Nick Black is the Managing Partner at Intensions Consulting, where he specializes in market psychology and insight research. He has led international research projects for Fortune 500 and non-profit clients across North America, Europe, and the Asia-Pacific. Nick holds a Bachelor of Business and a Master of Arts and serves as a research consultant to UBC’s Men’s Health Research program. His work has been featured in outlets including the BBC, Forbes, Vice, and the Toronto Star.

Lux Insights Inc.

🔗 Website: https://luxinsights.com

• 📊 What they do: Quantitative and qualitative market research, including brand strategy, UX testing, message testing, segmentation, customer journey mapping, and insight activation.
• 🏬 Who they work with: Clients across industries including Amazon, Nintendo, Coast Capital Savings, BC Hydro, and Nature’s Path.
• 📂 Operating model: Boutique, high-touch research agency delivering custom solutions through collaborative engagements in both Canada and the U.S.

💡 Why they stand out:

• ✨ Known for award-winning qualitative research, including the QRCA’s Qually Award for creative excellence in qualitative insights.
• 📈Specializes in converting research into strategic activation through workshops, customer communities, and internal engagement.
• 🤝 A people-first, insight-led agency that bridges analytics with storytelling to drive brand and experience transformation.

Claire Booth, Founder, Lux Insights Inc.

🔗 LinkedIn: https://www.linkedin.com/in/clairebooth/

Claire Booth is the founder and CEO of Lux Insights, a boutique market research firm she launched in 2008 after a decade at Ipsos. She is a seasoned qualitative researcher, speaker, and adjunct professor at UBC’s Sauder School of Business. Claire led Lux to win the QRCA Qually Award for excellence in qualitative research and Small Business BC’s Best Employer Award. She is also a dedicated community leader, serving with PowerPlay, the Seattle AMA, and the BCAMA.

element54

🔗 Website: https://www.element-54.com

• 📊 What they do: Full-service qualitative and quantitative research focused on brand building, innovation testing, communication evaluation, customer experience, and shopper insights.
• 🏢 Who they work with: Clients across sectors including retail, CPG, loyalty, financial services, government, health/pharma, airlines, and lottery & gaming.
• 📂 Operating model: Customized research engagements led by senior consultants, with a focus on adaptable, insight-driven strategy and measurable outcomes.

💡 Why they stand out:

• 🧠 Known for rigorous, adaptable research approaches that go "beyond the obvious" to drive proactive decision-making.
• 🎯 Specializes in aligning research insights with business objectives.
• 📊 Early pioneers in online survey innovation, with influential thought leadership on rich media and digital research techniques.

Bernie Malinoff, President, element54

🔗 LinkedIn: https://www.linkedin.com/in/berniemalinoff/

Bernie Malinoff is President of element54, a full-service research consultancy he founded after holding executive roles at Ipsos and Vision Critical. He is known for his cross-industry expertise and commitment to aligning research insights with strategic business goals. Bernie has led groundbreaking work on online survey design and has spoken at major industry conferences across North America. A former MRIA Québec Chapter President and McGill lecturer, he brings thought leadership and a client-first mindset to every engagement.

CICIC Research

🔗 Website: https://cicicresearch.com

• 📊 What they do: Data collection, data management, online and telephone research, advanced tabulations, and full-service market research operations.
• 🏙️ Who they work with: Private, public, and non-profit organizations across Canada and the U.S., with specialized capabilities in multilingual and complex fieldwork.
• 📂 Operating model: Custom field services and data solutions built on strict adherence to ICC/ESOMAR standards and PIPEDA compliance, with all processing done in-house.

💡 Why they stand out:

• 📐 Known for operational excellence in survey deployment, quota management, and complex data delivery formats.
• 📊 Specializes in secure, full-spectrum field and data services, from multilingual CATI to advanced weighting and real-time reporting.
• 🧠 Trusted backend partner for Canadian research agencies and institutions looking for reliable, tech-driven execution.

Mau Lao, Partner, CICIC

🔗 LinkedIn: https://www.linkedin.com/in/mau-lao-1330b61a/

Mau Lao is the founder and President of CICIC Research, bringing over 30 years of experience in data analytics, client services, and operations management. Prior to founding CICIC, he served as VP of Operations at Research House for eight years. Mau holds a business degree from Université du Québec à Montréal and an MBA from Université Paris-Dauphine. At CICIC, he leads corporate strategy, business development, and the integration of research technologies.

Tenato Strategy Inc.

🔗 Website: https://tenato.com

• 🧠 What they do: Market research, competitive analysis, pricing strategy, business development, sales training, branding, and digital marketing execution.
• 🏢 Who they work with: Values-driven businesses and organizations across sectors looking for integrated growth strategies that combine research, strategy, and hands-on implementation.
• 📂 Operating model: End-to-end consulting and execution, from in-depth market research and planning to branding, websites, and sales enablement.

💡 Why they stand out:

• 🔍 Known for combining rigorous research with practical, executable strategies, and ensuring no part of the growth plan is left unsupported.
• 💼 Specializes in solving complex business growth challenges through multidisciplinary approaches and deeply collaborative relationships.
• 📈 Driven by a philosophy of "tenacity" where clients receive long-term, personalized support through every phase of their business journey.

Jacqueline Drew, Founder, Tenato Strategy Inc.

🔗 LinkedIn: https://www.linkedin.com/in/jacquelinedrew/

Jacqueline Drew is the founder and CEO of Tenato Strategy, where she brings over 30 years of experience in market research, strategy, and business development. With a background in both marketing and sales, she leads a team dedicated to delivering research-backed strategies that drive real, sustainable growth. Jacqueline holds a BComm and MBA from the University of Calgary and continually expands her expertise through lifelong learning. She is also a community leader, musician, and creative force who is passionate about helping the “good guys” win in business.

Justason Market Intelligence

🔗 Website: https://www.justasonmi.com

• 📊 What they do: Market and social research, public opinion polling, stakeholder engagement, and data collection through telephone, online, and qualitative methods.
• 🏙️ Who they work with:  Corporations, governments, First Nations, and major brands across North America.
• 📂 Operating model: Custom research engagements supported by in-house CATI infrastructure and a dedicated qualitative division, Vancouver Focus®.

💡 Why they stand out:

• 📊 Known for rigorous, cost-effective telephone data collection and actionable research that influences public policy, development, and communications strategy.
• 🗣️ Specializes in civic affairs, public safety, energy, and transportation research with deep ties to both public and private sectors.
• 📈A trusted name in Western Canadian opinion research, blending methodological strength with sector-specific insight.

Barb Justason, Founder, Justason Market Intelligence

🔗 LinkedIn: https://www.linkedin.com/in/barbjustason/

Barb Justason is the founder and principal researcher at Justason Market Intelligence and its qualitative division, Vancouver Focus®. With over 25 years of experience, she has delivered impactful research across nearly every sector, from energy and retail to government and First Nations. Barb is a Certified Analytics and Insights Professional (CAIP) and a member of ESOMAR, QRCA, and AAPOR. She is recognized for her work in civic affairs, public safety, and stakeholder research that drives meaningful decision-making.

Final Thoughts on Consumer Research in Canada

Canada’s top customer research consultancies aren't just data providers, they’re skilled interpreters of complex human behavior, facilitators of strategic alignment, and long-term partners in growth. These professionals don’t deliver data and walk away, they work alongside businesses, nonprofits, and government leaders to transform raw insight into real-world decisions, better campaigns, more effective services, and deeper public engagement.

Whether that's increased market share, better program design, or improved community trust, each firm highlighted here is  grounded in methodology, transparency, and outcomes that drive change. 

Curious about how a consumer research partner can fit into your growth or engagement strategy? Check out our features on professionals in the USA and the UK.