01.
Engage.Deep conversations.
From intimate interviews, lively group discussions and asynchronous exchanges, we know how to get people talking.
Focus Groups
Insights Communities
02.
Observe.Human behaviour.
By delving into the cultural context, we reveal what people say and do beyond the research for deeper understanding.
Ethnography
Journey Mapping
03.
Measure.Statistically reliable.
With smart questions, we not only uncover, but prioritize the hidden behaviours that impact and inspire.
Online Surveys
Conjoint Analysis
About
We bring data points to life by uncovering customer insights that inspire marketing advisory and communications.
Insight That Goes Deeper.
Strategy That Goes Further.
We dig into real lives to find out what people actually think and do. Human understanding is just the start— we connect insights to the cultural forces that shape lives. We then turn those truths into sharp, actionable strategies that drive brands forward.
Team
We observe humans in their natural habitat.
Testimonials
We leave lasting impressions.
Beyond excellent research work, they possess a depth and breadth of professional and academic research experience with a knack for talking about research in language anyone can understand. SOUP is truly a rare gem.
Anthony Hempell Antenna ConsultingShelly ran an ethnography and journey mapping study across multiple customer segments, including people with disabilities. Her adaptive interviewing style and effective communications are impressive!
Nina Glassford LegerThoughtful and rigorous research design helped us articulate our problem space. We appreciated their dedication to the project analysis and ability to impact product decisions. I highly recommend Shelly.
Heather McGeachy GoogleOur UX design testing project with SOUP INSIGHTS was extremely smooth. They are easy to work with, very responsive and open to pivoting as we discovered new areas to explore. It was a pleasure to work with them.
Sara Richards Smartsheet
Homegrown in Canada and stirring up insights across the globe. We work with brand, product, marketing and insights teams. If you are exploring customers, products or new ideas, drop us a note.
Vancouver - Toronto, Canada