Environics Qualitative Research

One of the country's top pollsters, Environics Research Group, has moved into the qualitative research field with the creation of Environics Qualitative Research.Michael Adams, president of Environics, says the new unit is a major commitment by the company to focus group...

One of the country’s top pollsters, Environics Research Group, has moved into the qualitative research field with the creation of Environics Qualitative Research.

Michael Adams, president of Environics, says the new unit is a major commitment by the company to focus group research.

Adams says the creation of the unit is a response to what research buyers have told Environics.

Heading the new unit is Dan Rath, former senior vice-president at a Toronto research firm, and a former journalist, writer and political aide.

Rath says Environics Qualitative has a ‘strategic imperative.’

He says his unit adds value by ‘applying projective techniques to focus group methodology.’

He says the result is prescriptive, problem-solving analytical work. DC