Team Members

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, Voice of the Customer and Customer Experience studies, having done these for a range of clients. Andreas brings world-class research methods and first-hand insight into understanding and managing customer outcomes. He has led several professional associations and clubs as a board member and president and is a former marketing lecturer at the University of Ottawa.

Arnie Guha, Ph.D., partner, Chief Innovation Officer.

I love telling stories and listening to them. I believe that all perception relies on narrative, and that our understanding of the world is directly dependent on our ability to pick out the appropriate threads of a story, and to reweave them in interesting and relevant ways.

Prior to Phase 5, I've been Manager, Market Research, at RBC; intern at the Center of Democracy & Technology, Washington, D.C.; a doctoral researcher at UBC, and a Nehru Centenary Scholar at Cambridge University.

Doug Church, MBA, is a founding Partner and Co-Lead of Phase 5's Innovation Practice Group. 

With 30+ years of experience as a researcher and strategic management consultant, 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.

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 financial services, retail, technology, education and publishing, 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 a partner, the chair of Phase 5’s Data Analytics practice, and head of the 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 Market Research at Thomson Reuters, and various technology product management roles. Steve is regularly invited to speak at industry events on customer centricity throughout the innovation cycle.

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.

Adam Yuzik is a Manager with Phase 5.

Adam has worked on both the agency and client side for nearly a decade and worked with clients across North America in sectors including financial services, venture capital funding, telecommunications, and on government policy. Some of Adam’s areas of expertise include executing customer feedback programs, advanced quantitative analysis, key driver analysis, and market segmentation studies.

Adam holds an BA (Hons) in Cultural Anthropology from the University of Saskatchewan and a Certificate of Economics from Ryerson University.

Ayan Abdi is Phase 5's Manager of Experience Design. 

She considers design as “intelligence made visible” and she is passionate about contributing towards business strategy needs in digital experience and providing measurable and practical research and design solutions.

Prior to joining the UX team at Phase 5, Ayan was a Project Administrator and Business Analyst at a HVAC company where she designed and prepared user requirements, documented processes for business solutions and conducted user acceptance tests for a variety of internal systems.

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.

Dan Schutten is a Consultant at Phase 5. 

He finds the small details of a project important and enjoyable to consider and loves diving into data to uncover true solutions to business issues and opportunities.

Dan joined Phase 5 out of university where he studied research analysis and psychology, using experimental methods to discover knowledge about multi-tasking, focus/attention, and immediate gratification.

Evident in his perspective-taking for research participants, Dan enjoys discussing ethical matters.

Gen Lamorie is a 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 Phase 5's Office Coordinator and Research Assistant.

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.

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.

Kevin Mason is a Research Analyst at Phase 5.

Straight out of university and persuaded by his interest in methods of understanding how consumers (and people in general) think about their experiences, he joined Phase-5’s customer experience team in a data analytics and reporting capacity.

Having scant experience in market research prior to joining Phase-5, Kevin is excited carve out a place for himself in the industry and contribute to the company’s growth and success.

Kevin holds a BA in Environmental Studies from Carleton University.

Kimberly is a Research Analyst with Phase 5. 

Kimberly is passionate about identifying trends in data and reporting on analyses so that clients can understand results and use them to determine areas of opportunity.

Prior to joining Phase 5, Kimberly held roles in project management, research, and writing assistance. 

Kristian Durst is a Research Analyst at Phase 5.

Kristian works alongside the Customer Experience team, providing data-driven results to clients. He maintains a passion for research, ensuring that each project upholds the same quality of work that Phase 5 clients have come to expect.

Kristian graduated from the University of Ottawa earning his B. Com (Marketing).

Louis Dutaud is a Manager 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.

Olive is a Senior Research Consultant with Phase 5.

As a qualitative researcher, she has participated in numerous qualitative research assignments and has conducted hundreds of in-depth interviews. She has worked with clients from a broad spectrum of sectors to gain insight into emerging trends, discover future market opportunities, and advise on the development of cutting-edge technology. 

Previous to her tenure at Phase 5, Olive worked as a developer with IBM Canada’s Global Business Services and holds a Master of Information and a Bachelor of Science.

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 is a past board member of the Better Business Bureau of Ottawa, and has served on numerous committees including Finance, Health and Safety and Community Relations committees.

Qing Peng is a research analyst 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 Langer is a UX Consultant at Phase 5. 

She is passionate about user-centric research and strategy to address opportunities for product development and specifically enjoys conducting one-on-one qualitative interviews. 

Prior to joining Phase 5, Rachel held research and operations roles with financial technology start-ups. Rachel is one of the organizers of the first UX research conference in Canada. 

Rachel holds a Masters in Sociology from Queens University.

Robert Vagi, Ph.D. is a Manager of Data Analytics and Lead Data Scientist at Phase 5.

Rob has extensive experience working with clients to derive insights from their data. Using advanced statistical analyses and data management tools, he is passionate about bringing together multiple streams of data to give clients a competitive edge.

Prior to Phase 5, Rob consulted with state and local agencies to guide complex, large-scale policy initiatives.  His work has been featured in several local and national media outlets. Dr. Vagi holds degrees from Indiana University and Arizona State University.

Saloni Singh is a Senior Research Analyst 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 IE University.

Sam Fiorino is a 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 an Associate 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 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.

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 practice leadership as well as Marketing roles for major global research firms as well as consulting roles with technology firms in the VOC software space. Leveraging 20+ years of experience in Customer Loyalty and Experience, he volunteers as Board member (past Chair) of the Toronto CXPA and has served as Vice Chair of the Canadian Marketing Association's CX Council.

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.