QUALITATIVE RESEARCH &
STRATEGY

What we do

We seek to deeply understand the human (consumer, customer or user) experience and translate those findings to insights that will inform, inspire and have business impact.

Areas of expertise include brand positioning & purpose, communication strategy, creative evaluation, customer journey, customer or user experience, concept or prototype evaluation, market/category understanding and target segment illumination.

We partner with the very best moderators, creatives and project managers to meet the unique requirements of every project.

 

Founder

Meredith Morino started Human Sapience Inc. after a 20+ year career in brand marketing, advertising, consulting and research.

Prior to Human Sapience Meredith was Managing Director at Sklar Wilton & Associates Ltd. where she led the qualitative research division and was fortunate to work with many iconic Canadian brands across a variety of industries.

This fusion of marketing and research experience is her differentiator. It enables her to bridge the gap from data to insights to business impact. Meredith understands how research gets applied and the importance of engaging stakeholders. Her mission is to bring clarity, inspiration and actionability to every project.

Meredith is a member in good standing with CAIP Canada (Certified Analytics & Insights Professionals) & QRCA (Qualitative Research Consultants Association).

Testimonials
— Melanie Hollingsworth, Vice President, Consumer Insights & Trends, Canopy Growth

“Meredith’s experience means she truly understands and internalizes the client’s business and problems to solve before jumping into research, which makes her a strong and strategic qual researcher. She delivers deeper, strategic insights and over-delivers on every project by not just delivering research learnings but taking those to take-aways and strategic implications that drive the business. Her deep knowledge of business and consumers, empathy and focus on driving action make her a stand-out qualitative researcher and the ideal partner for any project.”

— Melanie Hollingsworth, Vice President, Consumer Insights & Trends, Canopy Growth

— Amber Hudson, Director, Sklar Wilton & Associates

“Meredith brings such creativity, sound knowledge of the client and superior work to each study. She did excellent work on the C-Sat study which has driven real action among the B2B team. In fact, much of the content was showcased at the recent marketing conference and it’s already making a difference globally!”

— Amber Hudson, Director, Sklar Wilton & Associates

 We can help

Do you ever feel that market research is a data dump that is boring or even worse, confusing ? That it’s hard to get stakeholders to pay attention and use research results? Human Sapience can help with methods, touch points and research deliverables that are not only clear but highly engaging for your organization.