Focus Groups

Focus Groups

StyleLabs is an innovative, forward thinking, Marketing Research + Strategy company with core competencies in: 

  • Research Design
  • Field Work (Surveys and Focus Group Recruiting)
  • Qualitative Research Design, Facilitation and Analytics
  • Marketing Strategy
  • Business and Process Planning
  • Critical Contingency Plans

Supercharged Focus Groups Across Canada

We have designed and facilitated over 700 focus groups (as an organization), over the past 15 years. Our full service suite includes (but is not limited to): 

  • Consultation and design of turnkey focus group facilities (see our last owner operated facility here)
  • Fieldwork and logistics management
  • Qualitative, Quantitative and Hybrid multi-market design and implementation (in person, online <bulletin boards, live chat>, ethnographic)
  • Design and development of high velocity research panels for flash fieldwork and fast turnover campaigns:

What differentiates StyleLabs from other researchers is our implementation capabilities. Over 50% of clients that engage StyleLabs for Market Research also engage us for design, development, media buying and implementation. By operating in an end to end environment, our research yields results with actionable granularity.


We get it. During these uncertain times, who do you trust? When every dollar counts, where is the best place to be spending? We are here to level the playing field, we are here to take your business to new heights, we are here to help you bring in leads that can convert, we are here to protect your business and treat it like it's our own. We've done it for over 400+ clients and we can do the same for you. Because we have weathered storms, and have helped all our clients do the same. We get you because we are you. So if you are curious, or looking for actual, proven digital strategies to market your business better, reach out. We promise, over a cup of coffee or virtual chat, you will walk out feeling like you finally have someone in your corner to help take your business forward.

Let's build something great, together.

Where We Excel

Since 2004 we've had the privilege to earn the trust of many clients across various industries. Here are the industries we love most: 

  • Technology
  • Consumer Packaged Goods
  • Food and Beverage
  • Home Builders
  • Pharmaceutical
  • Primary / Secondary Education
  • Radio
  • HR + Staffing
  • Hospitality
  • Television
  • Continuing Education
  • Sports Marketing


We strive to be your full-service marketing partners and ensure complete customer satisfaction. Take a look at what some of our clients have to say about working with the Stylelabs team.

Case Studies


We worked in partnership with Illumina Research Group to test concepts and collateral developed out of London, UK for the Chamber’s rebrand and core member offerings. Our team:

  • Co-created the screener, moderation guide and co-authored the final report and top-line.
  • Recruited the Focus Groups - screened Calgary’s top business leaders for qualification and articulation, reported profiles to the client and managed quotas accordingly.
  • Worked with client, management consultant and branding agency to identify trends and probing points between sessions in order to refine the guide’s objectives.

See client testimonial from Vice President Nicole Smith here.


As a regular supplier for CBC, after an extensive screening process, StyleLabs won a bid to facilitate focus groups on national television for an organic chocolate bar and beverage manufacturer entering into the mainstream market. Our team: 

  • Designed the Qualitative Research (screener, moderation guide, final report and top-line).
  • Worked with CBC, Arlene Dickinson and CEO of La Siembra Co-operative Inc. and Jennifer Williams to identify key objectives for research prior to the session.
  • Presented insights to above aforementioned group post campaign.

See client testimonial from CBC Producer Charlie Smith here.


WestJet designed a new website and commissioned StyleLabs to test user experience with one client group and one competitor group.  Our team:

  • Designed the Qualitative Research (screener, moderation guide, final report and top-line).
  • Designed interventions/use cases and encoded them into Morae software to quantitatively track user clicks and errors.
  • Utilized eye-tracking to determine “above the fold” first ocular response (eye movement).

StyleLabs utilized a hybrid report that substantiated quantitative data with qualitative feedback and superimposed it with eye-tracking plots.  This allowed WestJet to successfully modify and launch their software and utilize best practices for the development of their iOS APP.


Red FM commissioned StyleLabs to work with its President, General Manager and Lead Counsel as well as served on a steering committee to develop and submit radio applications to the CRTC for:

  • An FM radio station in Calgary
  • An FM radio station in Edmonton
  • A limited frequency FM repeater in Surrey, BC

Our team:

  • Designed the Qualitative Research (screener, moderation guide, final report and top-line.)
  • Designed Quantitative Instruments (survey, sample procurement, coding, data analysis.)
  • Co-created supplementary briefs.
  • Defended research and business plan in hearings in Calgary, Vancouver and Surrey.
  • Was awarded FM 106.7 in CRTC decision 2011-1334-9.

The decision, Report and Data for Decision 2011-1334-9 can be found here.

See client testimonial from Vice President Bijoy Samuel here.


We've had the privilege of working with a lot of great brands.  Unfortunately, most our work is top secret, so we can't talk about it.  With their permission, here are a few clients we like to name drop!

  • Motion Picture Association of America
  • Imperial Tobacco
  • Netflix
  • Starbucks
  • Rothman Benson and Hedges
  • SMART Technologies
  • ATCO
  • Disney
  • Woodruff
  • Virgin
  • World Wildlife Fun
  • Statistics Canada 

... and many more!

We Get You, Because We Are You!

You don't hire a web designer to build a website. You don't even hire a marketer. What makes us different is that we are Entrepreneurs that specialize in marketing and technology. There's a certain amount of maturity and experience you need in order to build a functioning ecosystem. You need someone who's been there, who's failed, rebounded, and succeeded.  You need someone who understands where the blind spots are and how to mitigate them. Could StyleLabs be a good fit? Only one way to find out...

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