At Phase 5, we help clients on their journey to customer centricity by bringing together expertise in marketing research, user and customer experience, innovation and design, and advanced analytics.
This unique & collaborative approach drives business results by applying strategic insights to your product development, go-to-market and customer relationship decisions.
We work globally from offices in Canada and the US. Partnering closely with our colleagues and clients, we’re smarter together.
Andreas H. Noe, MBA, is a founding partner of Phase 5.
Andreas leads Phase 5’s Customer Experience and Market Insights teams. He has developed particular expertise in CX strategy, metrics and performance measurement, VOC and Customer Experience studies. Andreas brings deep knowledge of research methods and first-hand insight into understanding and managing customer outcomes. He has led professional associations as a board member and president and is a former marketing lecturer at the University of Ottawa.
Arnie Guha, Ph.D., is Phase 5's Chief Innovation Officer.
Arnie loves telling stories and listening to them. He believes that all perception relies on narrative, and that our understanding of the world is dependent on our ability to pick out the threads of a story and to reweave them in interesting and relevant ways.
Arnie was Manager, Market Research, at RBC; intern at the Center of Democracy & Technology, Washington, D.C.; and a Nehru Centenary Scholar at Cambridge University.
Michael Dolenko is a Partner and the co-lead of the Innovation practice
He and his team focus on product and service innovation and studies that support go-to-market initiatives for clients in Canada and the US.
A sought-after moderator and survey researcher for clients in various sectors, Michael has been managing qualitative, quantitative and mixed methodology studies for over 20 years.
Michael holds an MA from Concordia University and a BA from University of Toronto.
Steve Hansen is the chair of Phase 5’s Data Analytics practice, and head of the firm's Minneapolis office.
Steve enjoys taking a “Zen mind, beginner’s mind” approach to innovation, especially when it has the potential to disrupt a market ecosystem.
His professional background includes: Lecturer in Innovation in the Peking University Guanghua MBA program, Director of Research at Thomson Reuters, and technology product management roles. Steve is regularly invited to speak at industry events on customer centricity.
Doug Church, MBA, is a founding Partner and Co-Lead of Phase 5's Innovation Practice Group.
Doug loves the intellectual challenge of interpreting data to guide strategic decision-making for clients. He has worked on numerous high-profile initiatives for national and global brands to help identify market opportunities, develop winning solutions and inform go-to-market decisions.
Doug is a member and past-Chair of the Advisory Board of the Sprott School of Business at Carleton University.
Jo-Ann Zettel, Honours BMath, is Phase 5’s General Manager.
With 30+ years in the marketing research industry, Jo-Ann was a researcher for the first 15 years of her career, with experience on both sides of the business - buyer and supplier. Taking on the role of General Manager at Phase 5, Jo-Ann earned her Certification in Human Resource Leadership (CHRL) and is dedicated to nurturing an equitable work environment and fostering the smooth operations of Phase 5, in the areas of HR, IT, data security and compliance.
Aleta Pleasant is a Senior Consultant at Phase 5.
She holds a Master’s of Science and a BA in Psychology from the University of Guelph, where her research focused on understanding human behavior. She is skilled in both qualitative and quantitative research, and has extensive experience conducting complex statistical analyses and visualizing data.
Aleta is passionate about letting data tell the story, and leveraging these insights to help businesses make decisions. An avid learner and problem solver, she enjoys working with complex data sets and programming, areas in which she continues to build expertise.
Anjana Saljan is a Research Analyst with Phase 5's Customer Experience team.
She brings more than 3 years of experience in the business consulting, market research, and marketing industries. Anjana is skilled at analyzing data and finding insights from it. Her top priority is to provide clients with business solutions grounded in reality that will assist them expand their operations.
A postgraduate in Technology and Management Consulting with a Bachelor's in Civil Engineering, Anjana also finished the Georgian College's post-graduate Research Analyst Program and is a certified business analyst and management consultant (both certifications from India).
Caroline Davies is an Analyst at Phase 5.
She has a passion for creative problem solving and identifying market trends through data. She believes that numbers can be used to tell a story.
Based in Minneapolis, Minnesota, Caroline holds a bachelor’s degree in Mathematics from the University of Minnesota.
Celine Huot, is a UX Manager at Phase 5.
She has a passion for user experience and helping companies across industry sectors identify ways to make their organization more customer-centric. Celine has played a major role in helping some of the top FIs in Canada develop customer journey maps to identify strategic opportunities, while also focusing on design research projects for financial, telecommunications, non-profit & media clients.
Fully bilingual, Celine is an experienced interviewer in both English and French.
A Vice President with Phase 5, Christine Sorensen has led dozens of quantitative research projects leveraging online surveys.
She has extensive experience in communications testing and brand assessment and positioning. Christine also frequently leverages her knowledge in advanced analytical techniques such as structural equation modelling, regression analysis, and correspondence analysis.
While she has worked with a wide array of clients representing a range of industry sectors, she has particularly deep experience serving clients in the banking sector.
Colin Anderson is Phase 5’s VP of Experience Strategy.
Colin is an experienced designer, researcher and strategist, specializing in qualitative user research, usability, interactive prototyping and proof-of-concept development. Colin’s portfolio of work spans desktop, web, mobile and connected devices for both the consumer and B2B markets in the financial, media, telecom and technology sectors.
Prior to joining Phase 5, Colin held science and technology leadership roles in the environmental sector, and holds bachelor and master’s degrees in the natural sciences and information studies.
Daniella Eid Tolentino is a research analyst at Phase 5.
She carries a strong interest in market research and is passionate about helping clients achieve optimal results through mixed methods of data collection. She enjoys and holds experience in both qualitative and quantitative data, with research interests in both market research and public health.
Daniella has earned a Bachelor of Science in Psychology and Health Policy at the University of Toronto. Rooted in her passion for research, she stemmed into achieving a Graduate Certificate in Research Analysis at Humber College.
Evan Rees is a Senior UX Research Analyst at Phase 5.
Based in Toronto, he holds an undergraduate degree in sociocultural anthropology and an MI in UXD from University of Toronto.
Evan has a passion for research and designing accessible, innovative, and creative solutions for users by putting them at the center of the process. Having professional experience working for academic research teams such as LINCS and CANUE, Evan has gained skills in user testing, analysis, and reporting to a variety of company stakeholders.
In his spare time, Evan works to create artworks in various formats and mediums, and looks for inspiration wherever possible.
Gen Lamorie is a Senior Vice President at Phase 5.
Gen started her career with Phase 5 in 1998 as a Research Analyst and progressed over more than 20 years to her current role as Vice President.
As a senior member of the UX team and hands-on project manager, Gen is involved in all stages of qualitative research studies and her area of practice involves providing strategic consulting advice to support the development and management of her clients’ digital properties in the financial services, telecommunications, media and retail sectors.
Jade Dunlop is Senior Research Assistant at Phase 5.
There is no task to big or too small for Jade – from logistics to staff social events, Jade is there to help us create a more productive work environment while ensuring that our team and clients get the support they need.
Previously, she worked as a Compliance Officer for a wealth management company after graduating with honours from both Seneca College and George Brown College. She extends her coordination and communication skills to various local volunteer-run organizations, such as Annex Cat Rescue.
A senior research analyst at Phase 5, Jesse works alongside the Customer Experience team. He’s an inquisitive researcher and is published in the Journal of Numerical Cognition.
Jesse’s research focused on the semantic structure of mathematical word problems and how people solve them. He plans on using his knowledge of research practices and statistical analysis to generate impactful insights for Phase 5’s clients.
Jesse graduated from Carleton University with a B.A. in Honours Psychology. He received the Senate medal for academic achievement.
John Schumacher, PhD, is a Data Analytics Senior Consultant at Phase 5. In addition to his Quantitative and Qualitative UX research and work experience, John brings to Phase 5 his deep knowledge of a wide array of inferential statistical modeling techniques to address and answer critical human behavioral research questions.
Based in Minneapolis, Minnesota, John earned a BS degree in Psychology from Colorado State University, obtained a PhD in Experimental Psychology from Texas Tech University, and completed a postdoctoral research appointment with the University of Minnesota’s HumanFIRST Research Lab.
As a Vice-President at Phase 5, Josée works on qualitative and quantitative studies to help clients successfully bring their products and services to market.
Josée is a highly skilled researcher with more than 25 years experience conducting research and consulting. Her particular areas of expertise include bilingual moderating, proprietary research panels, and online communities. She has a keen interest in technology and has helped Phase 5 develop and refine their online survey, eye-tracking, and online community offerings.
Josée is a also a trained cook and volunteers with a local non-profit food security organization.
Josh Thompson is a Research Analyst at Phase 5.
He holds a Bachelors in Applied Mathematics from the University of Waterloo and is working towards a Masters in Applied Mathematics.
Josh has experience and a passion for leveraging data to make smart business decisions. He previously worked at a CPG analytics firm, where he supported various companies in data-driven analytics, as well as a national medical clinic working with health-focused data.
Louis Dutaud is a Director at Phase 5.
He is passionate about solving complex problems through data analysis and visualization techniques, developing relationships with clients, as well as mentoring the next generation of researchers.With 10+ years in marketing research, Louis brings experience from global research firms and marketing agencies, where he gained expertise in areas including advertising, brand equity, and customer experience and loyalty.
Nick Baudoin, MBA, is Director of Insights & Analytics. He leads and conducts quantitative and qualitative research studies to guide clients’ strategic decision-making.
Nick focuses on understanding clients' complex business problems and generating actionable recommendations. He is passionate about providing high-quality research, compelling data and visualization, and effective storytelling.
Based in Minneapolis, MN, Nick earned BS degrees in Biology and Zoology from the University of Wisconsin and an MBA from the University of Minnesota Carlson School of Management.
Paige is responsible for accounting and finance related matters for Phase 5. This position is unique in many ways; it offers the benefit of working with everyone in the organization and being involved in all Phase 5 projects.
Prior to joining Phase 5, Paige worked in the High-Tech, Non-profit and Construction industries. Paige holds a Bachelor’s degree in Economics, a Bachelor of Commerce degree (Human Resources) both from Carleton University, and is a Chartered Professional Accountant.
Qing Peng is a Consultant at Phase 5.
She holds a Bachelors of Management and Organization Studies Specializing in Finance from Western University and a Marketing Research and Business Intelligence Graduate Certificate.
Qing is passionate about data and has strong skills in data manipulation and statistical data analysis, including advanced analysis techniques such as regression, conjoint and cluster analysis. She has a keen interest in technology and is engaged in programming online surveys.
Rachel Abugov (Langer) is Phase 5’s Account Manager.
She is passionate about promoting the value of customer-centric research and developing collaborative relationships with clients to address their business needs.
Formerly a Senior Consultant in Phase 5’s UX research practice, Rachel developed a strong understanding of the firm's service offerings. She has also held BD and research roles with start-ups and is a founding organizer of Canada's first UX research conference.
Rachel holds a Masters in Sociology degree from Queen’s University.
Saloni Singh is a Senior Consultant with Phase 5.
She is passionate about understanding consumer behavior and helping businesses better engage with their audiences. She previously worked with international SMEs in the industrial sector to develop and execute Go-to-Market strategies for the North American market.
Saloni holds a Bachelor’s Degree in Psychology from McGill University and a Master’s Degree in Market Research from Spain's IE University.
Sam Fiorino is a Senior Vice President at Phase 5.
Sam has over fifteen years of experience in marketing research, with a wealth of experience conducting CX and branding research. Sam has extensive experience both managing and conducting qualitative and quantitative research. Sam is a senior member of Phase 5’s CX practice and leads many of the team’s advanced analytics, most notably key driver analysis.
Schumaila is a Vice President at Phase 5 who leads quantitative and qualitative research for a broad range of clients, primarily in the financial and information services sectors.
A seasoned professional who manages large scale and complex projects, she is adept at ‘bringing out the story’ behind the data, illuminating research findings and delivering key insights that inform client decisions.
Schumaila speaks four languages, holds a Master’s Degree in Communications from Wayne State University, MI, USA and a Master’s Degree in Interpretation from Innsbruck University, Austria.
Shannon is a Senior Vice President with Phase 5, and is responsible for conducting and overseeing research projects to support clients in understanding their markets, developing new products and services, and enhancing and evolving their existing offerings.
She works with clients across a variety of sectors, and specializes in quantitative research, with extensive experience designing and conducting studies featuring advanced techniques such as conjoint, MaxDiff, and market segmentation.
Shannon holds an MA and BA in Psychology from Carleton University.
Stacia Gordon is the HR Generalist at Phase 5.
She received her Bachelor's in International Relations and her Post-Graduate Diploma in HR Management from Western University.
Stacia is passionate about enhancing the employee experience through HR best practices. She believes the keys to any organization's success are valuing its employees and supporting the people-function at an organization.
Her previous work experience has allowed her to amass a wealth of knowledge in employee onboarding, recruitment and employee relations.
Stephan Sigaud, MBA, is Phase 5's EVP of Marketing and Development.
He is passionate about developing partner-type relationships with clients and collaborating with them to address their business challenges and opportunities around customer centricity.
Stephan has held CX and Marketing leadership roles for major global research firms as well as consulting roles with VOC technology firms. He holds a Board role with the Canadian Chapter of the Insights Association, is a member of the CMA's Leaders Network and past Chair of the Toronto CXPA Network.
Suzie Goan is a Manager of Qualitative Research and CX at Phase 5.
She has over 15 years of experience leading consumer insights and CX projects for Fortune 1000 clients in financial services, healthcare, retail and hospitality, with a prime area of interest in research that taps into unconscious emotion through metaphor, images and storytelling.
Suzie has written about CX in Marketing Management, MIT Sloan Management Review and Quality Management. She is based in Minneapolis, MN and holds degrees in Journalism and English from the University of Oregon.
Zoe Stern is a research analyst at Phase 5.
She enjoys utilizing research to problem solve and create evidence-based solutions for clients. She has comprehensive experience developing surveys and analyzing both quantitative and qualitative data. Her research interests include health, the environment and socioeconomics.
Zoe earned a Bachelor of Science in Psychology from Concordia University and a Master of Science in Economic Psychology from Tilburg University in the Netherlands. She also holds a Graduate Certificate in Economic Analysis for Public Policy.