A little bit about us

#15 on the list of most innovative global
research companies

We partner with our clients to pilot and deploy innovative new solutions to uncover insight that drives growth and long-term brand equity.

15 of the top 20 global advertisers work with

Global organizations use our platform because it allows them to harness insights to create growth, but also ensure that every touch point is consistently reinforcing their brand promise.

17 years, 25 countries,60 HotStaff

We’ve come a long way in our 17 year history. We are now helping brands crack growth challenges in over 25 countries. We have 60+ amazing members of our Hotspex family, but you’ll learn more about them in our People section.

Our Platform

Growth through Segmenting & Targeting

How do I create segments that go beyond traditional needs states by identifying functional and emotional drivers of behaviour and ensure that my organization understands these consumer segments in their activation?

Growth through Brand Strategy

What are the functional, emotional, and personality attributes that will optimize my brand’s growth in a globally scalable way? How can I align my brand architecture and brand assets to support optimal growth?

Growth through Remarkable Ideas and Brand Activation

How do I identify and prioritize new consumer and communication targets, product innovations, and in-store activations earlier in the creative process to save non-productive marketing dollars and get these ideas into market sooner?


Growth of Brand Equity through Relentless Consistent Touch Points

How can we align all of our internal stakeholders and external agencies to consistent brand execution across omni-channel touch points, so that we build brand equity while growing our business?

Tell us about your challenge

What makes us different

  1. We help you empathize with your consumer on a much deeper level.
  2. We can dissect your brand and its assets to really understand what is driving or inhibiting growth.
  3. We help you earlier in the creative or design process to improve and fast track remarkable ideas.
  4. We engage your internal stakeholders and external agencies on learning journeys that go beyond testing and validation.
  5. We help you, your marketers, and your agencies ensure that every new idea or touch point is consistently executed against your brand promise.

Depth. Granularity. Specificity. Sensitivity…

Smart Decisions. Grow your Business. Build Long-Term Brand Equity.

Need to find out how to turn your brand around?

Changing your packaging? Have you identified your iconic assets?

What if you could identify remarkable ideas well before production?

Who's thinking long-term for your brand?

Tell us about your challenge


"I really think what you do with emotion is unique. Other companies say they measure emotions, but they only touch on it. They don’t have a deep understanding of emotions and what to do about it like Hotspex does."

Insights Director, Leading Global CPG company

The Team

We call our family of 60+ amazing people our HotStaff.

We asked our HotStaff for the top 3 reasons they work here:

  1. You get to work with TOP global brand and work on really cool projects
  2. Incredible opportunity to grow and develop – we work hard
  3. We are a family and we have lots of fun (in a kind of nerdy way)
Alexandra Frankel

Alexandra Frankel

VP, Cognitive Media Targeting
Joe Spencer

Joe Spencer

VP Innovation & Research Solutions
Luke Austin

Luke Austin

SVP Research, North America
Robert Laufer

Robert Laufer

SVP Research
Aron Galonsky

Aron Galonsky

Managing Director, USA
Jonathan La Greca

Jonathan La Greca

VP Strategic Growth & Innovation
Shane Skillen

Shane Skillen

Ashley Robson

Ashley Robson

VP Research
Kamala Allsop

Kamala Allsop

Michael Dorr

Michael Dorr

SVP Research
Gera Nevolovich

Gera Nevolovich

SVP Growth, Sales & Marketing
Kristina Dadswell

Kristina Dadswell

VP Research
Toby Pilling

Toby Pilling

VP Technology
Average # of cups of coffee our staff consumes a day
Projected # of studies we'll deliver this year
# of countries we've conducted studies for this year
# of years Hotspex has been around!

Recent News

“See more of our thought leadership…”



NEW Lunch and Learn! Winning at the First Moment of Truth

NEW Lunch and Learn! Winning at the First Moment of Truth

Hotspex is happy to announce its new lunch and learn designed to help marketers and insights professionals apply the latest behavioral and marketing sciences and a store-back mentality by winning at the First Moment of Truth (FMOT). We will share cases and examples of how we’ve helped global brands grow their base businesses by understanding the ‘Feel, Do, Think’ paradigm shift of shopper-based design.

Read More



Hotspex is proud to be one of Cascades’ insights & innovation partners on the launch of an exciting and brand-new line of bathroom tissue and paper towels: Cascades Fluff & Tuff™.  

This new line of paper products will gradually replace the current set of Cascades products.  The new packaging represents a bold and exciting change for the Cascades brand (see right).

Getting the package design right was critical to the restaging of the Cascades paper products.  The Cascades Fluff & TuffTM packaging design was built and optimized through a series of consumer studies, each revealing powerful insights to continuously improve the design. The end-result is a bright, vibrant pack that commands attention at-shelf, communicates the company’s core values and disrupts consumers’ habitual shopping behaviours.

Congratulations Cascades – we are truly proud to partner with you on this exciting new launch!

See Cascades’ new television campaign here: Cascades Fluff™, The softest of the family!

For more about Hotspex, click here.



Hotspex est l’un des fiers partenaires de Cascades – idées et innovation – lors du lancement d’une toute nouvelle gamme prometteuse de papiers hygiéniques et essuie-tout : Cascades Fluff & TuffMC

Cette nouvelle gamme de produits de papier remplacera graduellement la gamme actuelle de produits Cascades. Le nouveau conditionnement des produits représente un changement audacieux et prometteur pour la marque Cascades (voir à droite).

Choisir le bon design d’emballage était essentiel avant la remise en marché des produits de papier Cascades. Le design d’emballage des produits Cascades Fluff & TuffMC a été défini et optimisé à partir d’une série d’études auprès des consommateurs, chacune d’elles donnant un nouvel éclairage puissant qui a permis d’améliorer le design en continu.  Le résultat final est un emballage éclatant et dynamique qui attire l’attention sur les rayons, communique les valeurs-clés de l’entreprise et bouleverse les comportements d’achat habituels des consommateurs.

Félicitations Cascades – nous sommes véritablement fiers d’être associés au lancement de cette nouvelle aventure passionnante !

Voir la nouvelle campagne de publicité télévisée de Cascades ici : Cascades FluffMC, le plus doux de la famille !

Pour en savoir plus sur Hotspex, cliquez ici.

MRS Impact 2017: Conference Recap

Author: Michael Dorr, Sr. Vice President

Spring was in the air in London last week (in very stark contrast to the stormy/winter weather we’ve had in Toronto) and that feeling of rebirth and optimism was very present at the Market Research Society’s annual conference: Impact 2017.

The conference’s provocative tagline Are you Future Fit? asks an important question for market research professionals, our clients, and consumers in general.  The topic of future proofing is especially topical, given our industry’s poor track record in 2016 at predicting outcomes.

Some constructive solutions for more accurate foresight were presented…

  • Continuous / agile research: avoid the 1-time “testing” mentality
  • Prototyping of ideas helps take a concept to a possible reality
  • Foresight is not always a consumer-led process (i.e. secondary research, experts and trends may be the right way to lead your future proofing initiative)

More broadly speaking, one topic at MRS Impact this year really inspired me: Gender Equality. And how better to demonstrate this than have half of all this year’s conference speakers be women (kudos MRS!).  The topic of inclusivity was woven throughout the conference and I wanted to share with you some of my observations…

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Seeing is Not Believing

Why companies are using online pack testing

Physical eye tracking at shelf, as measured by laser technology, has been the long-standing measure of success in packaging design research. A Hotspex study set out to determine whether our Eyespex™ online attention tracking tool is comparable to laser eye tracking. We discovered that online testing is as effective as laser and, in the process, we uncovered a disruptive truth.


Read More

Contact Us

  •  To contact us at our North America Head Office:
    40 Eglinton Ave. East, Suite 801
    Toronto , Ontario M4P 3A2 Canada
  • Main: +1.416.487.5439
    Toll Free: 1.855.586.6531

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