Market Research – Company Services

Tenato Strategy is a Canadian marketing research and strategy firm with 30 years in business, and experience across a wide range of business-to-business (B2B) and business-to-consumer (B2C) research projects. We offer competitor research, feasibility research/feasibility study projects, focus groups, in-depth interview research, customer/satisfaction surveys and more.

About Tenato's Market Research Services
Surveys & Questionnaires
In-Depth Interviews (IDIs)
Focus Groups
Competitor Research
Industry Research (PESTLE Analysis)
Big Data, Analytics and AI Market Research
What Kind of Market Research Do You Need?
What Makes Tenato's Research Approach Different?
Market Research Case Studies
Market Research Blogs
Market Research FAQS

About Tenato’s Market Research Services

At Tenato, we consider no market research project to be too small to handle correctly. We have dealt with many business owners, chief marketing officers (CMO’s) and business development personnel, from small one-person companies to Fortune 100 international firms. Rather than gathering reams of meaningless data, we work to understand why the information is needed, and exactly what needs to be uncovered.

Some of the kinds of market research projects we handle include:

Surveys & Questionnaires

This involves writing the questions, designing the response methods, programming the look/feel of the survey, hosting it online if needed, and analysis/reporting and recommendations. We also access pools of the correct respondents in the correct quantities needed, and/or provide marketing tools to raise awareness and incentivize participation, such as QR code links, email/social media posts, and posters. For surveys that must be fielded in person, we can also provide professional teams on the ground to do catch passers-by in specific locations (these are called intercept surveys).

In-Depth Interviews (IDIs)

In-depth interviews are usually used to solicit feedback from customers or prospective customers. This involves selecting the participants, providing a template to get customer consent where necessary, arranging the interviews directly with the customers, conducting the interviews, analyzing the feedback, and finding common themes. We provide clear direction throughout the process and very diplomatic, seasoned interviewers who ensure customers provide very rich, nuanced answers to questions.

Focus Groups

Focus groups are usually used to solicit feedback from customers or prospective customers, in situations where a "show and tell" aspect is needed to present a concept. This involves determining the ideal participants, incentivizing and recruiting their participation, arranging a location and date for the events, planning the flow of the presentation (including a moderators guide for client approval), facilitating the focus group, analyzing the commentary, and providing recommendations based on the feedback. Sometimes focus groups are also videotaped.

Competitor Research

Competitor research involves a great amount of information gathering, based on at least 40 business parameters, including location and staffing to deep analysis of marketing and online activities. It starts with identifying the correct competitors to analyze, and then covers online research, in-person research (if competitors are retail), and sometimes purchasing their products and services, where practical and if budget allows. If in-person experiences are allowed, i.e. mystery shopping, the entire buying experience can be analyzed.

Industry Research (PESTLE Analysis)

Industry research varies on the scope of the business - it can be done regionally, nationally, or globally. It involves identifying the main companies in the industry and their roles, the structure of the industry, trends changing the industry, as well a political, economic, social, technological, legal and environmental (PESTLE) factors that are making the industry more or less favourable. While conducting industry research, we look for the most important trends, opportunities and threats for each business.

Big Data, Analytics and AI Market Research

In any research project, once information is gathered, there is always an opportunity to further analyze data. In some cases, clients have already run a survey simply need their data tabulated, reviewed and analyzed. There are also deep pools of data available that can be accessed through tools such as AI, Google Trends, or social media monitoring. If there's a question you have, we can very likely find the answer.

Continue reading below to determine the type of research you likely need, or if you prefer, you can read about the specific capabilities of our offices in Calgary, Vancouver and Toronto, or how we handle projects that are Canada-wide.

view full infographic

What Kind of Market Research Do You Need?

These are some of the most common questions businesses need answered:

To determine this, you will usually need both:

Depth interviews with customers and/or prospects, to determine why they buy.
Competitor intelligence research, to determine what is unique about your offering vs. other choices those customers had. We analyze over 40 different parameters, using both online and offline techniques.

This is a trick question because it’s in two parts. The first part, are your customers happy, can be measured with a survey and done repeatedly, to look for changes over time. We call the measurement “quantitative research” – because you usually ask questions such “on a scale of x – y, how happy are you with the service you received?” By asking them for a number rating, you can get measurable, i.e quantitative data.

The second part, how could they be made happier, usually involves some deeper digging, or a type of conversation, which is a “qualitative research” question. With an open discussion, you can ask people what they wish you did better, and what other things you could be doing but might have missed.

Now, you can put both quantitative and qualitative questions into one survey, but because quantitative questions requires more statistical accuracy, and hence a large volume of responses, this would be really expensive. So usually qualitative questions are done with fewer respondents.

The best answer would be to do both types; a broad quantitative survey, and some qualitative interviews with a smaller number of customers.

Diversification or expansion research involves a few different elements:

Competitor research, to see if there are gaps in your service that competitors are now filling)
Customer research, to see if there are things your customers are wishing you did now and
Secondary research to uncover market trends, size of market, demand, geographic variations, and more.

If you’ve got an entirely new idea or product, you may also want to broaden this to a feasibility study.

What Makes Tenato’s Research Approach Different?

With offices in Vancouver, Calgary and Toronto, Tenato has completed a wide range of marketing research projects across Canada and the US. Our approach is somewhat different than most market research firms for several reasons:

Not piles of meaningless data. Just the right data.

Because strategy is a core part of what we do, we have a very clear picture of just how much market research– and what kinds– are definitely required to build a solid strategy. So, instead of giving you a 200 page report without telling you what it means, we zero in on getting you the right answers, and then provide the interpretation to ensure you understand how to act on it.

We dig deep into the customer’s mind.

If you really want to know what your clients think of you and why (or what potential clients might think of a new concept) it takes a different approach from what a conventional scripted researcher might use. Our trained, seasoned researchers use techniques to put interviewers fully at ease, helping them to engage and fully share their real thoughts and situations. Over years of doing this, our clients always say, “I can’t believe they told you all that! We had no idea!” This is not deception – it’s plain sincerity – as all the research will be put to good use to improve their service experiences with our clients.

Illustration of hands using a cell phone

We take advantage of the latest tools.

While many traditional research firms rely on surveys and focus groups, we make use of newer tools – such as social media monitoring, keyword trends, and online metrics. These tools don’t just ask people what they will do (which is not always the truth), they reveal what they are already doing.

We offer a free no obligation initial consultation by phone or virtual meeting:

Book Free Consultation

Market Research Case Studies

Engineering Firm: Customer Satisfaction Research

Recent Market Research Blogs

Close-up of people on a roller coaster at the Calgary Stampede

November 24, 2025

History of the Calgary Economy: Research and Trends on the Alberta Rollercoaster since the 1970’s

Illustration of a split screen featuring a market researcher on one side and a computer with an AI symbol on the other. In the center is the word "VS".

September 2, 2025

Why Human Intelligence Still Leads vs. AI Market Research

Illustration of a person studying the patterns of shoppers for market research.

May 27, 2025

Unveiling the Power of Market Research: A Guide to Business Success

Illustration of a businessman at a crossroads, on the left is an inset image of someone showing two people a prototype, on the right is another inset image of a person presenting ideas on a whiteboard to coworkers

April 11, 2025

Feasibility Study or Product Testing? How to Choose the Right Path for Your Business Growth

Top-view of desk as two people work on their business site

May 9, 2024

5 Elements of a Marketing Strategy You Should Never Leave Out

Illustration of people discussing a product with various emotions

February 9, 2024

Are Focus Groups a Good Idea?

September 25, 2023

A Summer of Innovative Market Research and Marketing Projects

Illustration of a woman walking by a bus stop advertisement that features a translation icon

March 1, 2023

6 Ways to Make Your Business Friendlier to Immigrants

February 8, 2022

How to Calculate Sample Size for a Survey

Market Research FAQs

We know that research can feel like a big undertaking, so we’ve answered as many of the most common questions we can right here. But, if there are other questions you have, please don’t hesitate to book a free consultation, or even use our contact form to send us your question. We might very well post the answer here for future reference, which helps everyone. Thanks for visiting Tenato!

"What kinds of market research does Tenato provide?"

Learn More

"Do you conduct B2B Market Research?"

Learn More

"How long should my survey be?"

Learn More

"How do you write a survey question that is not biased?"

Learn More

"Which is better, a survey, interviews or a focus group?"

Learn More

"Can I participate in a focus group?"

Learn More