Michelle Massie
Founder

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.

Her proficiency in the use of qualitative methodologies, projective techniques and visualization approaches enables her to get to the root of any brand challenge by establishing meaningful rapport with target consumers, customers, physicians, patients, healthcare providers, and other stakeholders.

Over the past two decades, she has contributed to the broadening of Canada's QRCA membership and helped this leading global qualitative association expand its presence and activities in Canada.

Michelle holds undergraduate Political Science and Public Administration degrees from the University of Ottawa, obtained
her graduate degree in Political Science and conducted her postgraduate studies, respectively, at Laval Université and
Université de Montréal. She was a guest lecturer on social research methodology at Ottawa University.

She is a member of ESOMAR, QRCA, and MRIA.

When not conducting research, Michelle indulges in her passion for gastronomy with her family and friends, loves to read, discover new cultures, keep fit, and swim.