Strategically Navigating Brands and Businesses to Their Destination
Through Insights to Impact.

Northstar is a global multi-award winning customer insights agency. In 2014 it was one of the most nominated MRS agencies. In the UK it won both the 2014 International Research and Newcomer of the year category. In 2013 Northstar was winner of the Business to Business category. Northstar is proud to have been twice awarded the prestigious Grand Ogilvy and Gold Prize at the Advertising Research Foundation Ogilvy Awards.


Northstar is well informed and fully-immersed.
Our fingers are on the pulse and we are
continually inspired by the world around us.

Explore our market research blog, The Hub


Reflecting on BIG/MRS Conference 2015

Thursday 2nd June saw the return of the BIG/MRS Annual Conference. Jack Miles discusses…


MRS Conference Summary: Alex Holmes

The central theme from the MRS Automotive Conference was that progress meant things are going to get very tough for automotive brands: Alex Holmes explains.


MRS Members Evening: BBC Media Action: Understanding Audiences to Develop Communications

New members of Northstar’s London office, Emma and Dipesh, attended a recent MRS Members Evening that focused on research carried out by BBC Media Action

MRS WinnerS

Northstar win MRS Best Overall Conference Contribution Award 2015

Northstar are delighted to announce that they have been awarded the Best Overall Conference Contribution award 2015 by the MRS.


Millennial Entrepreneur Series: Northstar speaks to our business leaders of the future

Samantha Bond set out to immerse herself into the Millennial Entrepreneurial culture


Millennial Entrepreneur Series: Will Liney – Immerse

Samantha Bond talks to start-up owner Will Liney as part of the Millennial Entrepreneur Series


Northstar collaborates with clients
to produce state-of-the-art thinking.
We take a stance and provide a point
of view so you receive compelling
ideas that strategically inform
your business.

Case Studies

  • Volvo_main
  • Genworth_main
  • Dockers
  • Harvey's
  • Tumi
  • Metrolinx_main
  • Scion Case Study


  • Loblaw Food and Beverage

    Loblaw’s is a supermarket chain with over 70 stores in Canada with a focus on groceries, pharmacy products and other services.

  • Acura Auto & Transport

    Luxury vehicle division of Japanese automaker Honda Motor Company marketing luxury, performance, and near-performance vehicles.

  • Bare Escentuals Health & Beauty

    Bare Escentuals is touted as the world’s first mineral cosmetics line. Founded by Leslie Blodgett in 1994, Bare Escentuals began the “mineral” and “natural” makeup craze with bareMinerals.

  • Harvey's Restaurant

    Canadian burger chain recognized for its flame-grilled burgers, fresh toppings and the ability to have your burger “made the way you want it”.

  • AstraZeneca Pharmaceutical

    AstraZeneca is one of the largest pharmaceutical companies in the world. As a research-oriented company, AZ believes that curiosity is the best way to express its commitment to the health of Canadians

  • MS logo Financial

    Morgan Stanley is a leading global financial services firm providing a wide range of investment banking, securities, investment management and wealth management services.

  • Corona Alcoholic Beverage

    One of the best-selling beers in Mexico and one of the top-selling beers worldwide since Corona beer is available in over 170 countries.

  • Kate Spade Retail

    Kate Spade New York has 42 retail shops across the United States and is sold in every time zone and on every continent.  Utility, wit and playful sophistication are the hallmarks of Kate Spade New York.

  • Ebay Technology

    With more than 100 million active users globally, eBay is the world’s largest online marketplace, where practically anyone can buy and sell practically anything.

  • XEROX Technology

    The world’s leading enterprise for business process and document management. They provide true end-to-end solutions, from back-office support to the printed page.

  • Coca-Cola Food and Beverage

    A global leader in beverage industry, the Coca Cola company offers hundreds of brands including soft drinks, fruit juices, sports drinks and other beverages.

  • LPL Financial Financial

    As the nation’s largest independent broker-dealer, a top RIA custodian, and a leading independent consultant to retirement plans, LPL Financial is an enabling partner to more than 13,000 financial advisors and approximately 685 financial institutions.

  • Chapters Indigo Coles Retail

    A Canadian retail bookstore chain.  Indigo has evolved to become Canada’s largest book and specialty retailer with locations in all 10 provinces and one territory.

  • American Funds Financial

    One of the United States’ oldest and largest mutual funds families serving investors since 1931. Globally focused, managing more than $300 billion in investments outside the USA.

  • TUMI Retail

    Manufacturer of suitcases and bags for travel, Tumi’s products are known for their black-on-black ballistic nylon. Tumi is available at department stores and specialty stores.

  • ING Financial

    Global financial institution offering retail banking, direct banking, commercial banking, investment banking, asset management, and insurance services.

  • Charles Schwab Financial

    Charles Schwab is a different kind of financial services firm with a 40-year history of advocating for the individual investor.

  • Lucky Brand Retail

    Lucky Brand Jeans is a designer denim company. Lucky also produces sportswear, outerwear, T-shirts and active wear.

  • BMW Auto & Transport

    BMW is a German automobile, motorcycle and engine manufacturing company that produces luxury vehicles in a variety of styles and sizes.

  • Sbarro Restaurant

    Sbarro is a chain of pizza restaurants that specializes in Italian-American cuisine, including its most popular menu item, “pizza by the slice”.

  • Carlsberg Alcoholic Beverage

    Danish brewing company, which features the company’s main brand of Carlsberg Beer, and brews Tuborg as well as local beers.

  • Heart and Stroke Foundation Non-Profit

    Volunteer-based charity that leads in eliminating heart disease and stroke and reducing their impact through the advancement of research, the promotion of healthy living and advocacy.

  • jose-cuervo Alcoholic Beverage

    Jose Cuervo is a brand of tequila produced by Tequila Cuervo La Rojeña. According to the company, Jose Cuervo, in 1795, was the first producer of tequila in the world.

  • UNICEF Non-Profit

    UNICEF (United Nations Children’s Fund) is one of the world’s best recognized charities and a leading advocate for children, helping to build a world where the rights of every child are realized.

  • Honda Auto & Transport

    Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Worlds largest manufacture of motorcycles since 1959.

  • Four Seasons Travel & Tourism

    A Canadian-based international luxury, five-star hotel management company which aims to manage the finest hotels, resorts and residence clubs wherever they locate.

  • Diageo Alcoholic Beverage

    British multinational that crafts alcoholic beverages.  It is the world’s largest producer of spirits and a major producer of beer and wine.

  • Navistar Auto & Transport

    Manufacturer of International® brand commercial trucks, as well as diesel engines, school buses and RVs

  • Pitney Bowes Technology

    Pitney Bowes is a leading provider of customer communication technologies with software, equipment and services to help businesses communicate more effectively.

  • Prudential-Financial Financial

    One of the world’s largest financial services institutions with a highly-recognized and trusted brand symbol: The Rock ®, an icon of strength, stability, expertise, and innovation.

  • Qdoba Mexican Grills Restaurant

    Qdoba is a chain of fast casual “Fresh Mix” restaurants in the United States serving Mexican-style cuisine.

  • Levis Retail

    Levi’s, is a privately held American clothing company, is known worldwide for its iconic Levi’s brand of denim jeans.

  • Vincor Alcoholic Beverage

    Vincor is North America’s 4th largest producer and marketer of wines in the market.

  • Citibank Financial

    Proudly serving more than 100 million clients in 40 countries, Citi’s Global Consumer Banking (GCB) business is among the largest retail banks in the world.

  • LCBO Alcoholic Beverage

    Liquor Control Board of Ontario (LCBO) is a provincial Crown corporation in Ontario, Canada, established in 1927.  Currently, the LCBO is one of the world’s largest single purchasers of beverage alcohol products.

  • LG Technology

    Founded in 1958, LG has led the way in bringing advanced digital products and applied technologies to their customers. They aim to become a worldwide leader in advanced digital technology.

  • Volvo Auto & Transport

    A Swedish automobile manufacturer producing SUV, sedans, coupes and executive vehicles.

  • Kraft Foods Food and Beverage

    An American multinational confectionery, food and beverage conglomerate. It markets many brands in more than 170 countries. 12 of its brands annually earn more than $1 billion worldwide.

  • Johnson & Johnson Health & Beauty

    The Johnson & Johnson Family of Companies is the world’s most comprehensive manufacturer of health care products, pharmaceutical and medical devices plus diagnostics tools.

  • Ford Auto & Transport

    Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes Ford and Lincoln automobiles across six continents.

  • Intrepid Museum Travel & Tourism

    New York City’s Intrepid Sea, Air and Space Museum complex is a dynamic, interactive and educational journey that’s fun for all ages and includes a flight deck that’s not to be missed.

  • Via Rail Auto & Transport

    A passenger rail service company offering intercity services in Canada throughout eight Canadian provinces.

  • Molson-Coors Alcoholic Beverage

    A company that produces both  Molson and Coors beers as a result of a recent amalgamation. It is the second oldest company in Canada.

  • AmeriCares Non-Profit

    AmeriCares is a nonprofit disaster relief and humanitarian aid organization which provides immediate response to emergency medical needs and supports long-term humanitarian assistance programs.

  • Land Rover Auto & Transport

    Land Rover is a British car manufacturer which specializes in four wheel drive vehicles. It is the second oldest four wheel drive car brand in the world.

  • Jaguar Auto & Transport

    Jaguar continues to build on their remarkably rich history, to create more pulse-racing driving experiences. To build cars that are as alive as you are.

  • Nestea Food and Beverage

    Nestea is a brand of iced tea manufactured by Nestle and distributed by Nestle company’s beverage department in the United States.

  • Rogers Telecommunications

    Rogers is Canada’s largest provider of wireless voice and data communications services and one of Canada’s leading providers of cable television, high-speed Internet and telephony services.

  • LexisNexis Financial

    LexisNexis is a leading provider of information and services solutions to professionals in law firms, corporations, government and academic institutions.

  • Mazda Auto & Transport

    A Japanese automotive manufacturer that makes thrilling, yet affordable vehicles.

  • Dominos Restaurant

    Domino’s Pizza, Inc. is an international pizza delivery corporation and is the second-largest pizza chain in the United States with more than 9,700 corporate and franchised stores in 70 countries and all 50 U.S. States.

  • Sick Kids Foundation Non-Profit

    Inspiring communities to invest in health and scientific advances to improve the lives of children and their families in Canada and around the world.

  • Fairmont Hotel and Resort Travel & Tourism

    Fairmont Hotels & Resorts is a Canadian-based operator of luxury hotels and resorts. Currently, Fairmont operates properties in 18 countries. Fairmont is known in Canada for its famous historic hotels and resorts.

  • Rue La La Retail is an invitation-only sample sale website. Each day, different designer labels go on sale, discounted at up to 50 percent off.

  • Scion Auto & Transport

    Brand of vehicles produced by Toyota in the North American Market.

  • South Carolina Made for Vacation Travel & Tourism

    Tourism Board for South Carolina to highlight the wide, glittering sand beaches, beautiful views and historic, charming small towns to be immersed in.

  • Visit Orlando Travel & Tourism

    The officially recognized sales and marketing organization for the Orlando and Orange County area dedicated to promoting one of America’s great vacation and meeting destinations.

  • Heineken Alcoholic Beverage

    Heineken is a Dutch beer (5% abv pale lager) which has been brewed by Heineken International since 1873

  • Juicy Couture Retail

    Juicy Couture is a contemporary casual wear and dressy apparels seller, sold in upscale department stores and marketed as a high-end clothing line at an affordable price.


Northstar starts with you, your needs
and your brand. We apply our thinking
to address your unique challenges to
design the best solution for you.

Areas of Expertise

  • Informing Strategy
    Informing Strategy
  • Building Brand Identity
    Building Brand Identity
  • Gauging Effectiveness
    Gauging Effectiveness
  • Monitoring Brand Health
    Monitoring Brand Health

Tools: Qualitative Approaches

  • Focus GroupsFocus Groups

    Interactive discussions to find insights, probe attitudes and explore consumer perceptions.

  • Online Bulletin
    Online Bulletin<br />

    Online focus group, where participants share their thoughts while maintaining their anonymity.

  • On-site
    On-site<br />

    Attendees are interviewed during their experience to provide feedback while memories are fresh.

  • In-depth
    In-depth<br />

    Individual interviews to explore detailed information and provide personal perspective.

  • EthnographyEthnography

    Study of social and cultural context to determine what drives attitudes, values and behaviors.

  • SemioticsSemiotics

    Study of how meaning is constructed and understood using signs/symbols to “decode” culture.

  • Online
    Online<br />

    Virtual communities that focus on target participants to gain greater context and understanding.

  • Shop-alongsShop-alongs

    Moderator-accompanied shopping to better understand purchase decisions in the “real world”.

Tools: Quantitative Approaches

  • Online
    Online<br />

    Web questionnaire to provide quantitative information on consumer attitudes and behaviors.

  • Mobile & SMSMobile & SMS

    Text message-based surveys using cellular phones, often with quick response rates.

  • Telephone & IVRTelephone & IVR

    Interactive discussions that allow customers to give feedback and gain clarity during a survey.

  • Mail SurveysMail Surveys

    Paper-based questionnaires sent to homes to identify key needs, typically by household.

  • Custom Online PanelsCustom Online Panels

    Group of pre-screened respondents to complete online surveys for gaining deeper insights.

  • Social Media MonitoringSocial Media Monitoring

    Track and optimize social media with insightful analytics capabilities, powered by MDC’s Attention.

  • Product ClinicsProduct Clinics

    Live consumer interaction with new products (experience, taste, drive, etc.) to provide feedback.


Northstar brings together the right team of
people who always remain part of the conversation.
We continue to answer questions and share
knowledge throughout your strategic journey.


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