Truth well told.
People deeply understood.
A market research consultancy that brings analog depth to a digital world. Vancouver & Toronto.
We help brands understand the people they serve.
At Soup Insights, great strategy starts with genuine understanding. We don't do surface-level surveys and call it a day — we go deep. Into living rooms. Into focus groups. Into the messy, beautiful reality of how people actually think and feel.
We're a small team by design. Every project gets senior attention, real curiosity, and the kind of care that turns data into stories your team can act on.
What we believe
The best insights don't come from dashboards.
They come from conversations.
From watching someone's face when they talk about a product they love.
From the Post-it note that nobody expected to matter.
That's where the truth lives.
Our approach
How we work
Four phases. Honest conversations. Walls full of Post-it notes. Insights you can actually use.
Listen
We start with your questions — the real ones, not the polished ones. Stakeholder interviews, data audits, and honest conversations about what you actually need to know.
Immerse
This is where the Post-it notes start flying. In-depth interviews, ethnography, focus groups. We go where your customers are and listen harder than anyone else will.
Synthesize
Hours of conversation become patterns. Patterns become frameworks. Frameworks become the kind of clarity that makes a VP say "now I get it." The magic is in the connections.
Deliver
No 200-page decks. We deliver insights your team will actually use — as workshops, playbooks, or a concise brief that makes the next decision obvious.
What we do
Research that moves the needle.
In-depth Interviews & Focus Groups
One-on-one and group conversations designed to surface the "why" behind behavior. We recruit, moderate, and analyze — you focus on the insights.
Ethnographic Research
We embed ourselves in the lived experience of your audience. In-home visits, shop-alongs, day-in-the-life studies. Context changes everything.
Surveys & Segmentation
Large-scale validation. We design surveys that ask the right questions and build segmentation models your marketing team can actually act on.
Brand & Innovation Workshops
Facilitated sessions that turn research findings into actionable strategy — with your team in the room, Post-it notes in hand.
What people say
Voices from the field.
"Soup Insights didn't just hand us a report — they gave us a lens we now use for every product decision."
"The depth of understanding they brought completely changed how we talk about our brand. This wasn't surface-level research."
"They turned three weeks of interviews into the clearest strategic brief I've ever seen. Our board was sold in 10 minutes."
Common questions
Things people ask us.
How long does a typical project take?
Most projects run 4–8 weeks from kickoff to final deliverable. We'll scope it precisely before we start.
Do you work with small teams or just enterprise?
Both. We've worked with 5-person startups and Fortune 500 teams. Our process scales — what doesn't change is the depth.
What industries do you specialize in?
Tech, retail, healthcare, financial services, CPG, and education — but we're methodology specialists, not industry specialists. Curiosity transfers.
Can you handle participant recruitment?
Yes. We manage recruitment end-to-end — screener design, panel sourcing, scheduling, and incentive management.
What does a deliverable look like?
It depends on what your team needs. We've delivered everything from 10-slide executive briefs to full insight playbooks to live workshops.
Let's talk.
Have a question or a project in mind? We'd love to hear what you're working on. No pitch decks, no pressure — just a real conversation.