Stone Olafson

What Stone Olafson does

Stone-Olafson is a Calgary-headquartered market research and consumer insights consulting firm founded in 2011, operating as a privately held partnership with no institutional investor backing. The firm delivers custom quantitative and qualitative research engagements — including online surveys, CATI telephone interviewing, voice-of-customer tracking, ethnography, focus groups, co-creation sessions, design studios, and UX research — alongside proprietary focus group facilities (Focus Group Suites and the Learning Studio) located in Calgary and Edmonton with one-way mirror observation, HD live-streaming, and soundproof capabilities. Its methodology combines primary data collection with in-house data analytics and custom analytical modelling to translate raw data into actionable strategic recommendations for clients.

The firm serves a distributed base of 200+ clients across nine industry verticals, with concentration in Arts & Culture, Tourism & Hospitality, Consumer Brand & Retail, Financial & Economic Development, and B2B & Professional Services, plus secondary coverage of Not-for-Profit/Health/Social, Education & Technology, Energy & Utilities, and Land Development & Building. Notable engagements include the 2025 Calgary Citizen Engagement Survey with Calgary Arts Development and ongoing Spotlight on Arts Audiences research with the Rozsa Foundation. Revenue is generated through project-based fees and retainer arrangements for ongoing client relationships, plus facility rentals; pricing is custom-quoted with no publicly disclosed tiers. Go-to-market is consultative and sales-led, relying on direct engagement, case study content marketing, and professional network referrals.

The firm operates with a small team (1-10 employees) anchored by co-founders Tim Olafson and Mathew Stone and Partner Kristine Neil. Beyond Alberta, Stone-Olafson maintains presence in Toronto and Vancouver, though its geographic center of gravity remains Western Canada. The business model is service-led rather than platform-led: no proprietary software, mobile applications, or APIs are offered, and the website is built on a standard Wix platform. Distribution channels include direct sales, facility bookings (now with an online booking system), and referral networks through institutional partners.

Name

Stone Olafson

Legal name

Stone-Olafson

Website

https://stone-olafson.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Stone-Olafson is a Calgary-based market research and consumer insights consulting firm that delivers custom qualitative and quantitative research, alongside proprietary focus group facilities, to 200+ clients across nine verticals including arts, tourism, consumer, and professional services.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

Keywords

• Market research services
• Consumer insights research
• Qualitative research
• Focus group facilities
• Data analytics consulting

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Market Research Consulting Services: Custom research and consulting engagements tailored to client needs, including qualitative and quantitative research projects, strategic planning support, and ongoing advisory services. Revenue generated through project-based fees and retainer arrangements for ongoing client relationships.
2. Research Facility Rentals: Focus group suite and Learning Studio rentals for conducting qualitative research sessions, including moderation services, catering coordination, and technical support.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Stone-Olafson conducts custom market research and consumer insights engagements for clients across multiple industry verticals, combining quantitative data collection (online surveys, CATI, voice-of-customer tracking) with qualitative methodologies (ethnography, focus groups, co-creation, interviews, UX research). The firm operates dedicated Focus Group Suites and The Learning Studio in Calgary and Edmonton as physical research facilities, and supplements research with in-house data analytics, advanced analytical modelling, and strategic consulting. Engagements are scoped and priced per project, translating complex data into actionable recommendations for client decision-making.

Product overview

Stone-Olafson operates as a market research consulting firm offering a unified portfolio of research services rather than a modular software platform. Their core offerings include Focus Group Suites and The Learning Studio as physical qualitative research facilities in Calgary, complemented by primary quantitative data collection services (online surveys, CATI, voice-of-customer tracking), in-person and online qualitative research methodologies (ethnography, focus groups, interviews, co-creation), in-house data analytics, advanced analytical modelling for brand development, and strategic consulting services. The company tailors research approaches to each client's specific needs, translating complex data into actionable insights.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Strong recovery from pandemic demonstrated in arts engagement research - nearly nine in ten Calgarians connected to arts in at least one way, 35% fully immersed across all engagement types
• +2 more outcomes

Named customers5 records

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• Calgary Arts DevelopmentcoreStrategic or Co-development Partner · 1 January 2025Stone-Olafson partnered with Calgary Arts Development to conduct the 2025 Calgary Citizen Engagement Survey, surveying 1,000 Calgarians on arts and cultural engagement. This partnership produced flagship research on how Calgarians engage with arts and culture, including findings on pandemic recovery and shifting participation patterns.
• Rozsa FoundationcoreStrategic or Co-development Partner · 1 January 2020The Rozsa Foundation generously supports the Spotlight on Arts Audiences research initiative led by Stone-Olafson. This research series is specifically designed for the arts and culture sector, helping leaders enhance relevance and grow audiences. Resources including detailed reports and presentations are provided free to arts organizations.
• Experience Economy Research PartnerscoreStrategic or Co-development Partner · 1 January 2020Since 2020, Stone-Olafson has led engagement research focused on getting Alberta audiences reconnected with the experience economy. Outcomes, insights, solutions and workshops are free for any organization looking to better understand market wants. Research developed as a lasting resource for programmers and marketers.

Scale indicators4 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Insights West: Western Canada-based full-service market research firm conducting public opinion, consumer, and B2B research - directly comparable in size, geography, and service mix to Stone-Olafson.
• Abacus Data: Canadian full-service research firm offering qualitative, quantitative, and public opinion research with a national footprint - comparable mid-market competitor with overlapping service lines.
• Léger: Largest Canadian-owned market research firm offering polling, consumer insights, and B2B research across North America - directly comparable service offering at larger scale.
• Maru/Blue: Canadian market research and consumer insights firm operating Maru Group panels - a directly comparable competitor serving enterprise clients with quantitative and qualitative capabilities.
• Environics Research: Toronto-based research consultancy specializing in consumer and public-sector insights across Canada - directly comparable as a Canadian-focused, mid-sized insights firm serving similar vertical mix.
• Schlesinger Group: Global leader in qualitative research facility rentals and focus group services - directly comparable for the Focus Group Suites and Learning Studio rental side of Stone-Olafson's business.

Broad incumbents

• Kantar: Global insights and consulting firm covering brand, consumer, and retail research - broad incumbent competing across Stone-Olafson's full-service quant/qual portfolio.
• NielsenIQ: Global consumer measurement and insights firm serving CPG and retail clients - a broad incumbent competing for Stone-Olafson's consumer brand and retail segment work.
• Ipsos: Global market research leader with substantial Canadian operations across consumer insights, public affairs, and healthcare - a broad incumbent offering overlapping capabilities in quant and qual research.

Emerging players

• Toluna: Digital consumer insights platform combining online panels with automated research tools - an emerging player providing self-serve alternatives to traditional quant work, adjacent and partially competitive to Stone-Olafson.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stone-olafson

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stone Olafson