Unparalleled Experience Yields Exceptional Results.

Michael Dolenko is a Partner and the leader of the Brand practice.

He and his team focus on brand and communications research and studies that support brand health and strategy 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 a Partner, the head of the Innovation practice, and leads the firm's US office in Minneapolis.

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. He holds an MBA from University of Minnesota, MA English Language / Linguistics from University of Arizona, and a BA Mathematics from Pomona College.

Andreas H. Noe is a founding partner of Phase 5 and the head of the Customer Experience Practice.

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 a Partner and the head of the User Experience Strategy and Design practice.

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.

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.

Stephan Sigaud, MBA, is Phase 5's Chief Marketing Officer. 

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 has held a Board roles with the Canadian Chapter of the Insights Association and the Customer Experience Professionals Association and is a member of the CMA's Leaders Network.

Aleta Pleasant is a Research Manager 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.

Caroline Cao is a Research Analyst at Phase 5.

With experience in both agency and corporate settings, Caroline is a market researcher with a quantitative lean. Her work has touched areas including financial service, fast fashion, and research agencies. While Caroline has a genuine appreciation for data, what truly drives her is the opportunity to help clients in making informed decisions. Always eager to learn and grow, Caroline believes in the power of data to provide clarity and direction.

Caroline holds a Bachelor’s Degree in Economics from Northwest A&F University in China.

Caroline Davies is a Senior Research 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 Senior 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 Senior Vice President 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.

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.

Janitha Narayana is a Research Assistant at Phase 5, bringing a passion for financial services, customer experience, and creative problem-solving to every project. With a keen eye for data and a dedication to uncovering meaningful insights, Janitha works closely with all teams, managing fieldwork and analyzing data to help drive informed decisions.

Holding an MBA in Finance from Cardiff Metropolitan University (UK) and a Graduate Certificate in Financial Technology (Fintech) and Financial Planning from Seneca College (Toronto), Janitha blends analytical expertise with a deep understanding of the evolving financial landscape.

A consultant 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 Pickering is a Senior Research Analyst with Phase 5's Customer Experience team.

John is passionate about all things marketing but more specifically, about finding ways to bridge the gap between companies' products and services, and their customers. He has comprehensive experience analysing both quantitative and qualitative data and putting that data in to actionable results. He has leveraged this knowledge to win the 2021 Michel Cloutier Marketing Competition Award.

John holds a Bachelors of Commerce; Concentration in Marketing from The University of Ottawa.

Louis Dutaud is a Vice President 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, segmentation, and customer experience.

Nick Baudoin, MBA, is Vice President 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.

As Controller, 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 a Senior Account Manager at Phase 5.

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.

Sam Fiorino is a Senior Vice President at Phase 5.

Sam has over 25 years of experience in marketing research, with a wealth of experience conducting Customer Experience research. A senior member of the firm’s CX practice, he has extensive experience managing and conducting both qualitative and quantitative research.  Sam also leads many of the team’s advanced analytics, most notably key driver analysis.

Schumaila is a Senior 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.

Sophia Cupello is a research analyst completing her internship for the Research Analyst Post-Graduate Program at Georgian College.

She holds an Honours BA in Social Psychology with a Minor in French from McMaster University, where she worked as a student researcher and research assistant across several terms.

Passionate about translating research into actionable insights, she is excited to deepen her industry experience and contribute to Phase 5’s mission of helping organizations drive customer-centric growth.