Market Research Consultancy
We find the
truth in the
Post-it notes.
We combine qualitative depth with quantitative rigor to uncover the truths that drive real business impact. Based in Vancouver & Toronto.
Trusted by teams who care about people
Who we are
Research is a craft.
We treat it like one.
At Soup Insights, great strategy starts with genuine understanding. We don't do drive-by research — we immerse ourselves in your customers' world, surface the patterns that matter, and deliver insights your team will actually use.
We're a small team by design. Every project gets senior attention, real curiosity, and the kind of depth that large firms can't afford to give.
Our approach
Every insight follows a process.
We've refined a four-phase methodology that turns messy human behavior into clear strategic direction. No black boxes.
Listen
We start by understanding your business, your audience, and the questions that keep you up at night. We map stakeholder needs, audit existing data, and align on what success looks like. No assumptions.
- Stakeholder interviews
- Research brief & design
- Audience mapping
Immerse
In-depth interviews, ethnography, focus groups, online communities. We go where your customers are and we listen harder. This is where the Post-it notes start flying.
- In-depth interviews
- Focus groups
- Ethnographic observation
Synthesize
We turn hours of conversation into patterns. Patterns into frameworks. Frameworks into strategy you can act on today. This is where the magic happens — in the connections between the notes.
- Thematic analysis
- Insight frameworks
- Quantitative validation
Deliver
Clear, actionable reports. No 200-page decks. Insights that your team will actually use, presented the way you need them — workshops, playbooks, or a concise brief.
- Insight playbook
- Team workshop
- Strategic recommendations
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 so you can 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 that 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. Collaborative, structured, and always tied to data.
What people say
Don't take our word for it.
“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 to our audience 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. Timelines depend on methodology, audience complexity, and recruitment logistics. 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 of attention every project gets.
What industries do you specialize in?
We've done deep work in tech, retail, healthcare, financial services, CPG, and education. But we're methodology specialists, not industry specialists — curiosity transfers.
Can you handle recruitment?
Yes. We manage participant recruitment end-to-end for most projects, including 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. We'll figure out the right format together.
Ready to understand
your people?
We'd love to hear what you're working on. No pitch decks, no pressure — just a conversation about your research needs.