Nicholas’ background was steeped in quantitative research, but over the years he has grown to embrace qualitative research, serving as PRA’s primary focus group moderator. Nicholas has moderated hundreds of focus groups with diverse populations across Canada, providing unique and strategic insights to clients across multiple sectors.
Although his love for qualitative research has grown, Nicholas remains well-versed in quantitative research techniques, managing all forms of survey research at PRA. Annually, Nicholas manages surveys involving over 100,000 respondents across Canada, with a strong focus in the post-secondary education and advertising sectors.
Nicholas is heavily involved in marketing research, having served on the board of the Marketing Research and Intelligence Association’s (now, the Canadian Research and Insights Council) Prairie Chapter for 10 years and as the group’s President from 2009 to 2011. He also shares his passion with future marketing researchers, teaching Market Research at the Asper School of Business (University of Manitoba) and the University of Winnipeg.
Outside of the office, Nicholas is busy serving as President of the parent council for his children’s school and coaching soccer.