“Research is to see what everybody else has seen, and to think what nobody else has thought”
~ Albert Szent-Gyorgyi (Hungarian Biochemist, 1937 Nobel Prize for Medicine)

Why Qualitative Research

Qualitative research methods valuable for evaluating behavioural characteristics that influence motivation and individual preferences.  Acknowledging that perceptions, culture, and social barriers influence a sport can lead to sensitivity in program development, resiliency and agility in accounting for consumer change, and determining outlying factors beyond the scope of current business focus.  Determining causal factors that contribute to better decision and the ability to condense a wide range of inputs into meaningful analysis for decision-making.



  • Canadian Curling Association
  • OCAD University




Published Research

Meeting a Preferred Future - A case study of Tennis CanadaAbstract
Sport represents a unique socio-cultural form operating within an economic system that supports its activities. Social, cultural and economic structures impose tensions to the nature of sport, its commercial activities, and relationship to society. Nevertheless, sport is transformative. It envisions connections, fun, healthy lifestyles, and national character. Tennis Canada’s future vision imagines tennis representative of Canada’s diverse national character, and yet persistent socio-cultural themes may obstruct reaching that goal. Moreover, fulfilment is not assured as barriers restrict change, and unforeseen conditions disrupt system dynamics. The research examines Tennis Canada’s unique character using a business case study to identify business operations. The benefits of strategic foresight for modeling persistent and emerging conditions as determinants for future business viability are also assessed. Curry & Hodgson’s Three Horizons model is used to 1) analyze socio-cultural themes impacting tennis, 2) identify trends and drivers, and 3) model implications using a future facing SWOT analysis.