A trusted team with
experience and expertise.

Today, no other research firm in Canada has a deeper understanding of what moves and motivates working people. And we’re learning more every day – to serve our clients better.
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Our experienced strategic advisors are trusted by our clients to deliver deeper insight and better advice than any other research company. And supported by our team of experts in quantitative research, data science, and qualitative methodology, we use the best tools to find the most rigorous answers.
Our company is proudly owned and led by women. And our team members work with clients across Canada from our offices in Winnipeg, Ottawa, and Vancouver.
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For over 35 years, we’ve specialized in working with governments, public institutions, Crown corporations, professional associations and unions, and charitable and non-profit organizations. Our clients are dedicated to making life better for Canadians. We help them achieve it.

Heather Fraser
‍Partner

An expert in opinion research and strategy, Heather knows what moves people. With more than 20 years of experience fusing communications, research and organization into effective strategies, she knows how to inspire people to positive action. A skilled focus group moderator and serial focus group observer, Heather believes when we listen to people, we learn the secrets of the universe. 
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Heather led communications for CUPE National for nearly five years, crafted a member engagement strategy for SEIU Canada and served as the NDP’s Director of Organization for the better part of a decade.  

Heather is also the President of The NOW Group. She lives in Ottawa with her husband Chris and is a proud mom of two daughters.

Michele Della Mattia
Partner

Michele’s superpower is her deep understanding of our client’s needs and desires. She’s got an incredible ability to know what you need — even before you do. 
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She knows that the best outcomes happen when we test our assumptions – and she’ll help you navigate a myriad of opinion research choices to fit your strategy and your budget.
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Michele is a partner at The NOW Group, where she has overseen the client services team since 2014. She always ensures we all have what we need to excel and get the job done right for you. 

James Valcke
Director of Research and Strategy

A skilled focus group moderator, James Valcke brings years of experience working on the frontlines where public opinion meets campaigns that impact national policy agendas.
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James has a knack for finding the heart of an issue and using it to help clients tell their stories more effectively. A sharp understanding of audience definition and engagement has provided him with invaluable insights throughout many campaigns. His ability to refine research into clear and reliable communications has made him a trusted advisor to leaders across sectors.
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Throughout his work in the political, municipal and labour sectors, James has learned how clients can leverage opinion and research to not just shape national conversations, but to meet people where they are – and bring them with. 

Natalie Pilla
Research Manager

Natalie makes sure complex research projects deliver impact, not just insights. She combines research expertise with strategic project leadership, building the systems and processes that keep multi-stakeholder initiatives on track from design through implementation.

Her work has informed strategic decisions across communities, governments, unions, and non-profits in their advocacy, policy development, communications, and program design. She’s great at managing competing priorities and translating research findings into clear, actionable recommendations that clients can actually execute.

Natalie is both a strategic thinker and a skilled problem-solver. She’s a data storyteller who turns complex findings into accessible insights, and she brings an intersectional approach that centres lived experiences throughout the research process.

 

Victoria Barclay
Research Associate

Victoria’s work is grounded in her belief that strong communities are the key to happy populations. She brings a mix of expertise in qualitative and quantitative research from academia, non-profit, and government settings. She’s skilled in using research to inform policy, campaign development, and integrating equity into municipal decision-making processes.

She knows the value of innovation in research, and puts this into practice by staying up to date on new technologies and improved analytical and theoretical models. She is curious, compassionate, and clever allowing her to lead research with the right balance of people and client needs.

Victoria holds a Master of Arts in Sociology from the University of British Columbia and an Honours Bachelor of Arts from the University of Toronto. Outside of work, she dedicates herself to several volunteer and advocacy engagements to better the lives of people in Canada. This includes being a Board Member at Entre Nous Femmes Housing Society, as well as a member of the City of Vancouver’s Racial and Ethno-Cultural Advisory Committee. In addition, Victoria was one of the Broadbent Institute’s 2025 Emerging Leaders.

Mark Shank
Operations Manager

Fixer. Organizer. Technology trouble-shooter. Manager extraordinaire. 
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Mark Shank proudly wears all those hats and more. When Mark is on the job – especially when it comes to managing our focus group facility and online focus groups – clients can rest assured no detail will be overlooked and no administrative need unmet.

Learning. Growing. Innovating.
To give you more insight.