A trusted team with
experience and expertise.
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.
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
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
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.
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.
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.
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’s expertise in research and project management has driven decision-making across communities, governments, unions, and non-profits. Her research has informed strategic decisions around advocacy, policy, communications, and program development – delivering meaningful and lasting impact.
She excels at designing thoughtful questions, facilitating conversations, and critically analyzing responses. She’s a data storyteller – skilled at turning complex findings into clear, actionable insights and recommendations.
With her analytical expertise, project management skills and intersectional approach, Natalie keeps things on track, and helps our clients make decisions that are data-driven, timely, and deeply informed by lived experiences.
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 work includes sitting as an ex-officio Board Director at Habitat for Humanity Canada, a member of the City of Vancouver’s Racial and Ethno-Cultural Advisory Committee where she chairs the housing subcommittee, as well as a Fellow at Results Canada.
Mark Shank
Operations Manager
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.
Leslie Turnbull
Senior Advisor and Former Principal
Since joining Viewpoints in 1991, she has provided clients with results-oriented strategic advice based on the best market research. Her areas of expertise in opinion research range from policy development and prioritization to testing communications messaging and advertising creative. Leslie’s experience covers the gamut of opinion and market research, but strategic guidance is her forte, especially when it comes to campaigns.
As a partner at Viewpoints, Leslie built our reputation for delivering top-quality research and trusted strategic advice to clients across Canada. Leslie has logged thousands of miles by air, land and sea, to lead focus group discussions from Iqaluit to Halifax to Victoria. And between trips, she puts her 30+ years’ experience to work in her home city of Winnipeg.