Who We Are
Probe Research blends the traditions of social science and journalism to help clients better understand the world around them – asking the most insightful questions and using our storytelling skills to make data come to life and drive strategic decision-making.
Our Story
Probe Research was founded in Winnipeg in 1994 and quickly grew from a sole proprietorship into a core team of elite research consultants. Since then, Probe has flourished as a boutique Canadian firm serving more than 500 clients across the country and across a wide range of sectors – governments, Crowns, non-profits, professional associations, financial services and many others.
Probe brings a journalist’s ability to ask smart questions and tell a clear story.
Vision
To be indispensable to our clients and our community.
Mission
We use our curiosity, our storytelling skills and the best data-gathering tools available to provide essential guidance to our clients so they can solve their important problems.
What Makes Us Tick
We Love This Work
We work hard, but we have fun. Every day, we are genuinely excited to pose questions and seek answers for our clients. We’ve been doing this work for a long time, and we’ve built deep, long-lasting relationships. We treat our clients and one another with respect and good humour.
We’re Driven By Curiosity
We have inquiring minds. We ask smart, imaginative questions and help our clients discover new and often unexpected facts. We always dig deeper to find out why things are the way they are.
We’re Empathetic
Your problems become our problems. We take time to listen and understand what you really need, and we work collaboratively all the way through a project.
We Tell The Truth
We do research right without cutting corners. We always approach issues neutrally and make sure our work stands up to serious scrutiny. We’ll give it you straight – the good news and the bad.
We Are Storytellers
Our journalistic approach means we cut to the chase and tell you what you really need to know. We’re always looking for clearer, more creative ways to share complex information.
Compliance
Probe Research is a member of the Canadian Research Insights Council (CRIC), the association for Canada’s market, survey, and insights research industry. Probe’s Declaration of Compliance with CRIC Standards.