Modus Research Inc.

What Modus Research Inc. does

Modus Research Inc. is a privately held, independently owned Canadian market research firm founded in 2016 and headquartered in Toronto with a secondary office in Montreal. The company builds and operates two proprietary probability-based research panels: the Modus Business Panel, described as Canada's only purpose-built, 100% probability-based B2B research panel and developed in partnership with Deloitte Canada, and the Modalis Public Opinion Panel, launched in 2021 (also with Deloitte Canada) for consumer and public-opinion research. All panelists are recruited via random telephone digit dialing and verified by live interviewers, and the firm reports valid margin-of-error figures (±2.4% to ±4.0%) and Modalis panel response rates exceeding 25%. All staff are AAPOR members, and the firm adheres to Canada's PIPEDA privacy regime.

The firm's commercial offering consists of two subscription omnibus products and custom research services. The Business Monitor is a quarterly B2B omnibus powered by the Modus Business Panel (~600+ enterprises per wave); The Public Monitor (also branded the Modalis Omnibus) is a monthly nationally representative omnibus of ~1,500 Canadian adults powered by the Modalis Panel. Both omnibus products use a cost-sharing model in which subscribers add proprietary questions to a shared survey and split fixed costs. Custom services cover executive interviewing, advanced statistical analysis, tracking studies, mixed-mode studies, and specialized work on low-incidence populations, with senior research professionals engaged throughout the project lifecycle. Pricing is quote-based and not publicly disclosed; omnibus products bill on annual cadences and custom research is contracted per project.

Modus operates a sales-led, B2B go-to-market with senior professionals managing client relationships end-to-end. Target segments are Canadian enterprises and business leaders, academic researchers, communications and PR professionals, and management consultants. Distribution is entirely domestic (Canada), with no international expansion disclosed. Marketing is concentrated on content/news releases surfacing research findings; these have been picked up by major Canadian media. No external funding rounds, acquisitions, or parent-company relationships are identified, and the company has no disclosed institutional investors.

Name

Modus Research Inc.

Legal name

Modus Research Inc.

Website

https://modusresearch.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Modus Research Inc. is a privately held Canadian market research firm operating two proprietary probability-based panels to deliver B2B and consumer survey research, omnibus products, and custom studies to enterprises, academics, communications professionals, and management consultants across Canada.

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), Scientific Research and Development Services (5417)

akta.pro primary industry

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)

akta.pro secondary industries

Survey, Panel & Fieldwork Services (BPAHALAJ), Industry & Sector Research (Syndicated/Custom) (BPAHALAE), Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD)

Keywords

• Market research services
• B2B research panels
• Public opinion research
• Omnibus surveys
• Probability sampling

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. The Business Monitor (Omnibus): Quarterly B2B omnibus survey of Canadian enterprises. Clients can add proprietary questions to shared survey platform, splitting costs with other subscribers. Provides ongoing tracking of economic confidence and business metrics.
2. The Public Monitor (Omnibus): Monthly omnibus survey of Canadian adults powered by the Modalis Panel. Cost-effective solution for clients needing research without compromising quality. Clients share survey costs by adding proprietary questions.
3. Custom Research Services: Custom public opinion and consumer research projects including baseline measurement, tracking studies, mixed mode studies, and specialized studies focused on low incidence populations. Senior research professionals provide full project lifecycle support.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Modus Research operates as a Canadian market research firm that runs two proprietary probability-based panels — the Modus Business Panel (B2B) and the Modalis Public Opinion Panel — to deliver omnibus subscription surveys (The Business Monitor quarterly, The Public Monitor monthly) and bespoke custom research services (B2B and consumer/public opinion). All data is collected via random probability sampling, primarily using telephone-based random digit dialing with live-interviewer verification, enabling clients to obtain statistically projectable results with valid margin-of-error calculations.

Product overview

Modus Research Inc. operates as a market research firm offering a portfolio of research products and services. The core offering consists of two proprietary research panels: the Modus Business Panel (launched 2016, partnership with Deloitte Canada), Canada's only purpose-built probability-based B2B research panel; and the Modalis Public Opinion Panel (launched 2021, partnership with Deloitte Canada), one of Canada's only probability-based public opinion panels. These panels power two omnibus products: The Business Monitor (quarterly B2B omnibus) and The Public Monitor (monthly Canadian adult omnibus, also called the Modalis Omnibus). The company also provides custom business research and custom public opinion and consumer research services, specializing in enterprise-level B2B research, baseline tracking studies, and low-incidence population studies. All research emphasizes random probability sampling methodology and adherence to AAPOR standards.

Differentiator

Problem solved

Functional benefit

Brands

• Modus Business Panel: Canada's only purpose-built, 100% probability-based B2B research panel for business research.
• Modalis Public Opinion Panel
• The Business Monitor
• The Public Monitor

Products and services

• Modus Business Panel The only purpose-built, 100% probability-based B2B research panel in Canada, developed in partnership with Deloitte Canada. All panel members are recruited via random telephone dialing and verified by live interviewers; panel members are surveyed only on business topics, no more than once per month. Used by enterprise clients, academics, communications professionals, and management consultants needing statistically projectable B2B data.
• Modalis Public Opinion Panel One of Canada's only probability-based public opinion and consumer research panels. Every panel member is recruited by telephone using random digit dialing and verified by a Modus representative; the panel contains no AI bots or professional respondents. Supports multi-modal research including telephone, email/online, SMS, and in-person data collection. Used by academics, communications professionals, and management consultants.
• The Business Monitor Canada's only B2B omnibus survey, running quarterly and powered by the Modus Business Panel. Subscribing clients add proprietary questions and share survey costs with other subscribers for cost-effective tracking of economic confidence and business metrics among ~600+ Canadian enterprises per wave.
• The Public Monitor (Modalis Omnibus) Monthly, nationally representative omnibus survey of 1,500+ Canadian adults powered by the Modalis Panel. Subscribing clients add proprietary questions and share survey costs; includes custom cross-tabs and a custom report at no extra cost. Suited for academics, communications professionals, and management consultants.
• The Business Monitor – Global Affairs Series A specialized edition of The Business Monitor focusing on Canadian business leaders' views on global affairs and Canada's international trade relationships. Surveyed on samples of 863-886 Canadian enterprises, available to subscribers of the quarterly Business Monitor omnibus.
• Custom Business Research

Quantifiable outcome

• Response rates exceeding 25%
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Deloitte CanadacoreStrategic or Co-development Partner · 1 January 2021Deloitte Canada partnered with Modus Research to launch the Modalis Public Opinion Panel in 2021. The panel was developed using the same exacting standards as the Modus Business Panel, providing probability-based public opinion research capability.
• Deloitte CanadacoreStrategic or Co-development Partner · 1 January 2016Deloitte Canada partnered with Modus Research to develop the Modus Business Panel - Canada's only purpose-built, probability-based B2B research panel. This partnership established the foundation for Modus's core product offering and continues to be a key differentiator in the Canadian market research industry.

Scale indicators5 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Gallup: Gallup is a global analytics and advisory firm best known for public opinion polling. While it primarily operates in the U.S., it competes with Modus for multinational clients seeking probability-based opinion research methodology.
• Ipsos Canada: Ipsos is one of the world's largest market research firms with a significant Canadian operation offering syndicated tracking, custom research, and public opinion polling. It competes with Modus at the high end of Canadian enterprise and government research budgets.
• Kantar Canada: Kantar is a global data, research, and consulting company operating across brand tracking, consumer panels, and public opinion. It overlaps with Modus in brand/consumer research and serves many of the same enterprise clients in Canada.
• Nielsen Canada: Nielsen is a global research and measurement incumbent operating in Canada across consumer panels and media measurement. While its core offering is consumer goods and audience measurement, it competes with Modus for enterprise research budgets and adjacent panel-based work.

Direct peers

• Environics Research: Environics Research is a Toronto-based research firm offering custom public opinion and consumer research in Canada. It competes directly with Modus in custom public opinion, consumer research, and syndicated tracking studies.
• Abacus Data: Abacus Data is a Canadian public opinion and market research firm serving enterprises, media, and advocacy organizations. It overlaps with Modus in Canadian public opinion polling and custom research for similar buyer segments.
• Angus Reid Institute / Angus Reid Forum: Angus Reid operates a large Canadian online panel and publishes syndicated public opinion research. While its panel is opt-in rather than probability-based, it competes with Modus's Modalis Panel for Canadian public opinion and polling budgets.
• Research Co. Research Co. is a Canadian public opinion and market research firm publishing syndicated polling and conducting custom research. It is a direct competitor to Modus in Canadian public opinion and B2B research, particularly for media and advocacy clients.
• Maru/Blue (Maru Group): Maru/Blue is a Canadian market research firm offering custom research, omnibus, and panel-based solutions across North America. It competes with Modus across both B2B and consumer public opinion research in Canada.
• Léger: Léger is the largest Canadian-owned market research firm, offering public opinion polling, custom research, and omnibus products across Canada. It is the most direct competitor to Modus in probability-based Canadian polling and B2B research.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/modus-research-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Modus Research Inc.