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 deep knowledge of 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.

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.

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.

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 Research Analyst with Phase 5.

She holds a Master’s of Science and a Bachelor’s of Art 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 informed decisions. A lifelong learner and problem solver, she enjoys working with complex data sets and programming, areas in which she continues to build expertise.

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.

Ethan Martin is a Quantitative Research Analyst at Phase 5. 

Ethan has a passion for data science and statistical modeling and is excited to be a part of the analytics team.

Besides his arithmetic aptitude, Ethan is a seasoned speaker, having hosted a program for the award winning radio station WRHU. He is a member of the National Speech and Debate Association, and has writings published across local and national news sites alike. 

Ethan is based in Minneapolis, Minnesota and holds a degree in Mathematics and Computer Science from Hofstra University.

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.

A research analyst at Phase 5, Jesse works alongside the Customer Experience team. An avid rock climber, he is an inquisitive researcher and had his own research published in the Journal of Numerical Cognition.

Jesse’s research focused on the semantic structure of mathematical word problems and how people go about solving them. He plans on using his knowledge of research practices and statistical analysis to generate highly impactful insights for Phase 5’s clients.

Jesse graduated from Carleton University earning a B.A. in Honours Psychology. He received the Senate medal for academic achievement.

John Schumacher, PhD, is a Data Analytics Consultant at Phase5. 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.

Kristian Durst is a Senior 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 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.

Nick Baudoin, MBA, is Manager of Data Analytics and Quantitative Research at Phase 5.

He is passionate about creative and research-driven problem solving and developing a thoughtful understanding of consumers.

Prior to joining Phase 5, Nick worked in the healthcare industry as a neurophysiologist. He built upon this experience with an MBA focused on marketing, analytics, and consumer behavior.

Based in Minneapolis, Minnesota, 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.

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 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 Senior 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.

Saloni Singh is a 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 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 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 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.