Erin Jonasson

An anthropologist and design researcher by training, Erin joined Probe Research in 2022 after close to a decade with market research, innovation and strategy firms based in Toronto. Before that, she worked on socio-economic impact assessments with InterGroup Consultants, conducting research and public engagement with communities and organizations in the Canadian resource sector. With a knack for uncovering insights that resonate deeply – and in unexpected ways – she brings expertise in a variety of innovative qualitative and engagement methodologies, from facilitating interviews, focus groups and workshops to producing strategic deliverables such as journey maps, service blueprints and behavioural personas. Her fieldwork for her MA in Anthropology sparked a deep connection to Mexico and continues to inspire her passion for ethnographic research. She is fluent in Spanish and is pursuing IAP2 certification in public engagement.