Michelle Massie, Toronto, ON

Michelle has a passion for understanding people. Her lifetime interest in why people act and perceive the world around them in the way they do led her, in 1990, to start up her qualitative research consultancy, Michelle Massie Marketing.
Her clients span across various sectors — automotive, consumer packaged goods, financial, healthcare, retail, paint, and pharmaceutical — in North America and Europe. She joins her clients' brand teams at the local and global levels to provide strategic qualitative insights which help them grow their share and consolidate their market leadership.
Over the past two decades, she has managed over 900 studies and conducted over 5, 300 interviews and 1, 900 groups in Canada, the US, and Europe. Her specialization and interest in public opinion, human behavior, and communications provide her with the expertise and knowledge to conduct expert qualitative research that goes beyond rational explanations of behavior. Her ability to uncover underlying attitudes, perceptions, and opinions conditioning behavior help foster a new understanding of issues and brands and reveal business opportunities.