Insights that
inspire

Upwords custom designs market research that inspires human-centered decision making for Strategy, Innovation, Communications and Experiences.

Strategy

Innovation

Communications

Experiences

What we do

We help you explore, engage and evaluate wherever you need answers that require candid human insights. We do this through:

  • Custom, innovative market research solutions with international reach
  • Global award-winning Activity Based ConversationsTM
  • Expert moderation and detailed project management
  • Inspiring, collaborative activation sessions
  • Strategic insight summaries
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  • OUR GUARANTEE
    Senior Insights experts lead every project.

What you get

Focused strategy

Authentic positioning and purpose

Increased empathy

Meaningful communications

Relevant, differentiated innovation

Improved customer experience

How we operate

We think outside of the box
We make the complex simple
We empower others
We foster collaboration
We do what's right

Who we work with

London Drugs logo
Ontario Tourism logo
Boehringer Ingleheim logo
SC Johnson logo
Indeed logo
Community against Preventable Injuries logo
Work Safe BC logo
Blue Mountain logo
Hey Dude logo
BCAA logo
Meta logo
United Way BC logo
Ferrara logo
Vancouver Foundation logo
Fountain Tire logo
BC Ferries logo
Clover Leaf logo
High Liner Logo
Destination BC logo
Dempsters logo
BC Children's Hospital logo
Riverside Natural Foods Ltd. logo
Molson Coors logo
Mazola logo
McCain logo
Muskoka logo
International Olympic Committee logo
Keen logo
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“Working with Layla is like having a secret weapon that helps put your insight into high gear…”
VP Marketing​MOLSONCOORS BREWING​
“Upwords has provided the most actionable customer insights we have seen to date. We went into this engagement thinking traditional focus groups would deliver the best results. Layla respectfully challenged that position, recommending a mobile enabled, online qualitative panel. Trusting her expertise, we pursued the recommendation. The outcome exceeded our expectations.”
General Manager Marketing​LONDON DRUGS​
“Layla is one of the best strategic partners we’ve had the opportunity to engage with our clients. She has the unique ability to gather insights from our intended audience and help distill the insights into actionable strategies.”
Founder, Managing Partner​RETHINK COMMUNICATIONS​
“We embarked on a complex, multi-market qualitative research project with Upwords to test brand positioning. It was a pleasure to work with Layla and her team. They have valuable experience in this area and were able to guide us where needed through challenging parts of the project. They have a research/questioning style that unearths deep responses from participants and beautiful, new insights for the brand. The learning from research will guide our team in finalizing the direction for the brand strategies with confidence­-- a big milestone in our brand development process.”
Manager, Brand EngagementDESTINATION MARKETING INDUSTRY
“Upwords was able to get up-to-speed on our business in a short amount of time and help us navigate some truly complex business challenges in quick order using an impressive mix of qualitative approaches. It never ceases to amaze me how Layla and team can see beyond the core objectives of a project, and really understand what’s important to their partners. This always results in colourful and rich insights that can be effectively actioned to produce results. Going above and beyond is their standard – they are easily one of the strongest qualitative players in the Canadian market.”
Manager, Customer InsightsINSURANCE INDUSTRY
“I have enjoyed working with Deborah Klotz over the years. Her profound understanding of qualitative research methods, her meticulous attention to detail, and her adeptness at capturing the nuances of moderators in both in-person and online focus groups have truly brought to light numerous business opportunities. Furthermore, Deborah's strong analytical abilities and her keen eye for interpreting qualitative data consistently result in the delivery of valuable and meaningful research findings.”
Sr. Manager, Data & InsightsDESTINATION MARKETING INDUSTRY
“Working with Upwords has been very enlightening for Blue Mountain Resort. Their approach, execution and delivery of research findings has led us to a better understanding of our guests’ needs and has helped us shape programs and products that truly resonate with specific market segments. Layla, Bronwen and the crew at Upwords are professional, accountable, and provide guidance throughout the whole process.”
Director, MarketingBLUE MOUNTAIN RESORT
“I worked with Upwords on a complicated project trying to get insights on a mature category that has been struggling for several years. Previous efforts net the same insights over and over that didn’t help my client move forward with a differentiated approach. The challenge to the Upwords team was to identify new insights. They were able to translate our needs into some very interesting exercises that seemed unorthodox but provided us with great results and amazing new learnings. The Upwords approach was very innovative and helped the brand see the way to the future with a truly differentiated approach.”
PrincipalTRENDSPOTTER CONSULTING​
“Every year our small business has surveyed our top customers with a simple online survey and we usually received predictable responses. We knew we needed to dig deeper to answer the questions we had been struggling with in order to grow and improve our business. Layla and Bronwen knew how to do this digging – who to talk to, what questions to ask, and how to analyze the results to get actionable insights. Now, we’ve got this qualitative data from real clients guiding us along a path forward – instead of us trying to predict where to turn next. For us, conducting qualitative research with Upwords has been an incredibly insightful process, and Layla and Bronwen were a delight to work with.”
Marketing Manager​ SAUL GOOD GIFT CO​
“If you start your project with a meaty consumer problem, Layla is extremely creative in thinking about different ways into it and leveraging all the new technology-based tools, with purpose. She’s creative in her approach but more importantly, savvy on the back- end reporting of the insights. Really enjoy working with her and she brings great value and a great brain to each and every project.”
PartnerSKLAR WILTON & ASSOCIATES​
“Upwords helped us gain a deeper understanding of insights and attitudes around very sensitive topics, effectively engaging participants with kindness and empathy. The proposal and development process for the research was clearly communicated, and the final report and follow up information was full of stepping off points to help us better serve our customers. I look forward to the next project with the Upwords team!”
Product Marketing and Communications ManagerGATEWAY PET MEMORIAL
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If you want more than data
If you seek deep human understanding
If you value informed decisions
If you need insights that inspire
Let’s start a conversation!

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