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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.

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exemplified by courageous thinking that takes you beyond
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Explore our market research blog, The Hub

Segmentations 256x256 (1)

Monthly Dose of Design: Visualising Consumer Segmentations

[Monthly Dose of Design] How to use interpretive visualisation to enhance consumer segmentation and audience understanding.
Emma Galvin & Nicholas Lee

Pricing 256x256 (1)

Anchoring Should Be The Mainstay Of Your Pricing Research

Understanding the core principles of anchoring can not only shed light on how consumers perceive price, but aid researchers in conducting pricing research, says Shamvir Singh.

World Cup 256x256 (1)

Overconfidence and The World Cup

Overconfidence in respondents is a problem for accuracy in research – Can question phasing work against this effect?
We use England’s confidence at the World Cup to find out


A Young Researcher’s Guide to Research in China

Research in The Far East is a huge challenge for a young researcher – Tim tells us of his first experience there.


Jessica Fennell wins 2018 Young Professional Grant

Jessica Fennell receives the 2018 QRCA Young Professionals Grant and reflects on QRCA’s Annual Conference, Valencia


MDOD: Distilling Data Into Infographics

[Monthly Dose of Design] Tips on designing infographics to communicate complex data in a simple, effective and visually-appealing way.

Hub of

With five offices on three continents, we are
a Global Hub of Collaboration that attracts
visionary talents from academia, media, and other
luminaries and experts.

Case Studies

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  • Dockers
  • Harvey's
  • Tumi
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  • Scion Case Study


  • timhortons Food and Beverage

    Tim Hortons is a Canadian multinational quick service restaurant specializing in coffee and baked goods. Founded by Canadian hockey player Tim Horton, and now owned by RBI, the company has franchises is Canada, the United States, and the Middle East.

  • lyft Transportation & Human Mobility

    Lyft is a San-Francisco based ridesharing company operating in over 200 U.S. cities through the use of its successful mobile app, which facilitates peer-to-peer sharing of motor vehicles.

  • delta Transportation & Human Mobility

    Delta is a major American airline, operating over 5400 flights daily and serving an extensive international and domestic network spanning 54 countries and 6 continents.

  • 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.

  • 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.

  • mc Food and Beverage

    Currently one of the world’s largest restaurant chains and private employers, McDonald’s is well known for its fast food offerings. The corporation currently serves approximately 68 million customers daily in 119 countries.

  • Navistar Automotive

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

  • 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.

  • 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.

  • 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.

  • 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.

  • fca Automotive

    Fiat Chrysler Automobiles was established in 2014 and is currently the world’s 7th largest automobile manufacturer. The company’s portfolio includes such brands as Chrysler, Dodge, Fiat, Jeep, and Maserati.

  • 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.

  • 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.

  • Volvo Automotive

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

  • 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.

  • Sbarro Food and Beverage

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

  • 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.

  • LexisNexis Financial

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

  • hydroone Energy & Utility

    Operating 97% of the high voltage transmission grid across Ontario, Hydro One and its subsidiaries serve 1.3 million customers across the province. The company is currently the largest distribution utility in Ontario and one of the largest in the world.

  • leons Retail

    Leon’s is a Canadian furniture retailer with warehouse showrooms located throughout Canada. Founded in 1909 in Welland, Ontario, Leon markets a selection of both mid-range and high-end furniture.

  • 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.

  • campari Alcoholic Beverage

    Campari has been active since 1860 in the beverage industry. The Italian company produces an extensive collection of spirits and wines, including Aperol, Appleton, Cinzano, as well as its signature product, Campari Bitter.

  • boulangerieace Food and Beverage

    Ace Bakery is a Toronto-based maker of European-style artisan breads and baked goods. Ace’s products are marketed across Canada and parts of the United States.

  • 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.

  • Land Rover Automotive

    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.

  • 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.

  • Pitney Bowes Technology

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

  • 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.

  • LCBO Retail

    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.

  • Vincor Alcoholic Beverage

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

  • jwraynephew Alcoholic Beverage

    J. Wray & Nephews has been producing fine rum in Jamaica since 1825. The company’s spirits are entwined with Jamaican culture and are used in a number of Jamaica’s signature cocktails, as well as around the globe.

  • 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.

  • gwr Transportation & Human Mobility

    Formerly First Great Western, Great Western Railway operates long-distance inter-city and commuter services throughout South West England and South Wales. The company manages 208 stations and its trains call at over 270.

  • 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.

  • Mazda Automotive

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

  • 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.

  • cibc Financial

    The Canadian Imperial Bank of Commerce (CIBC) currently serves more than 11 million clients worldwide from its headquarters in Toronto.

  • amtrak Transportation & Human Mobility

    Serving over 500 destinations in 46 states and 3 Canadian provinces, Amtrak is an intercity rail service specializing in medium- & long-distance travel in the United States

  • 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.

  • Carlsberg Alcoholic Beverage

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

  • Via Rail Transportation & Human Mobility

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

  • 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.

  • Ford Automotive

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

  • 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.

  • Levis Retail

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

  • 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.

  • Charles Schwab Financial

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

  • 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.

  • 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.

  • metrolinx Transportation & Human Mobility

    Created in 2006, Metrolinx is a Crown agency that manages and integrates road & public transportation, including rail & bus, in the Greater Toronto and surrounding area. The agency serves the fourth largest metropolitan area in North America.

  • tdbank Financial

    The Toronto Dominion Bank is a Canadian multinational banking and financial services institution. TD and its subsidiaries employ over 85,000 employees and serve over 22 million clients worldwide.

  • hudsonsbayco Retail

    One of Canada’s most iconic companies, the Hudson’s Bay Company has evolved from its roots as a fur trading business into a multinational retail business operating stores throughout North America and parts of Europe.

  • Jaguar Automotive

    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.

  • williamgrantsons Alcoholic Beverage

    William Grant & Sons is the 3rd largest producer of Scotch whisky in the world and the largest remaining family-owned Scottish distillery. The company also owns a range of other fine spirit brands, including Hendrick’s, Sailor Jerry, Reyka and Gibson’s Finest.


Northstar people are unshackled in our
passion for delivering unconventional thinking
that leads to pragmatic solutions.

Fearless Intellect and You

  • New Future of Growth
  • Competitive Advantage
  • Galvanized Action
  • Innovative Research Methodologies

Crafting Fearless Intellect

Crafting fearless intellect is a labor of courage and commitment backed by experience and methodological creativity and rigor. Each and every one of us applies the power of this guiding principle.

Qualitative Methods

  • 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”.

Quantitative Methods

  • 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.


Talk to our clients, they will tell you that working with Northstar is provocative and exhilarating – never boring. You will be partnering with Northstar people, each of whom is a valued member of a diverse global team that celebrates curiosity, creativity, and individual thinking.


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