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About CAIP Canada

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CAIP Canada’s Mission

The Certified Analytics and Insights Professionals of Canada (CAIP Canada) is the professional body for Canada’s Certified Analytics and Insights Professionals (CAIPs).  Its mission is to power the success of businesses and organizations by ensuring that CAIPs have the competencies needed to unlock the power of data while maintaining the highest ethical standards that protect the public trust.

CAIP Canada is supported and endorsed by the Canadian Research Insights Council and the CAIP is globally endorsed by ESOMAR.

CAIP Canada Board

Respected, Diverse and Passionate about Education and Ethics

The founding CAIP Canada board was assembled by inviting respected leaders from across Canada who represent the diversity of our industry and share a passion for education and ethics. The board includes members with significant experience developing and offering education and certification programs.

Robert Wong, CAIP, FCRIC

Principal, RMCG Inc. and Chair, CAIP Canada
Barrie, Ontario

Robert has always been a mentor during his years as a professor and Coordinator of the Georgian College, Research Analyst (post-graduate) Program and as a Principal of RMCG Inc., a boutique consultancy specializing in tourism and social/environmental issues research. Read More…

Maxime Bourbonnais, CAIP

President of MBA Recherche and UX Recherche
Montréal, Québec

With over 2 decades of experience both as an industry leading market researcher and focus group moderator, Maxime is an active and recognized leader in his field.

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Audrey Choong, CAIP

Senior Insights & Strategy Leader | Management Consultant | Workshop Facilitator
Toronto, Ontario

For over 15 years, Audrey has been a strategic partner helping clients and stakeholders leverage consumer research & insights to build strategy and tactics. 

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Linda Di Luzio, Ph.D., LL.B., CAIP

Director, Market Insights,

Montréal, Québec

Linda has been working in the marketing research industry for over 20 years. Based in Montréal, Linda Di Luzio is currently the Director of Market Insights at Bell, Canada’s largest communications company. 

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Nancy Flello, CAIP

Senior Market Research Advisor,

Port Coquitlam, British Columbia

Nancy Flello has a passion and a solid foundation of experience in both quantitative and qualitive market and consumer research.  

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Pallavi Goel, PMP, CAIP

Senior Research Advisor,
City of Edmonton

Edmonton, Alberta

Pallavi is recognized for her ethical and data-driven approach to decision-making. With a Master’s degree in Social Psychology from Harvard University and over a decade of experience in market research, she is committed to ensuring inclusivity and diversity in research.

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Shirley Leong , CAIP

Manager, Research Insights, Vancity
North Vancouver, British Columbia

Shirley has worked in the market research industry for over 20 years.  Her career started in the US on the supplier side providing research services for large private corporations.

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Jordan Levitin, CAIP

Marketing Insights Expert, Author, Educator
Toronto, Ontario

Jordan has been a marketing research practitioner for four decades, including over 20 years in a senior leadership role with Ipsos. Starting with a degree in Urban Planning (U of Waterloo) and an MBA (U of Toronto), he built his expertise partnering

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Peter MacIntosh, CAIP

Chief Research Officer & Partner, Narrative Research
Halifax, Nova Scotia

Peter has been working as a marketing research professional in Canada for 30 years, starting out in Toronto before returning to his native Nova Scotia.

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David McVetty, CAIP

Manager, Data Centre of Expertise
Employment and Social Development Canada (ESDC)
Gatineau, Quebec

​Dave McVetty’s career in the Government of Canada has focused on helping decision-makers to use their data and information assets to inform policies, program development, investments, and service delivery.  At Parks Canada, he built

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Merriah Michel, CAIP

Senior Consultant
Earnscliffe Strategies
Sudbury, Ontario

As a Senior Consultant at Earnscliffe Strategies, Merriah is an instrumental member of the Opinion Research team serving clients in both the public and private sectors. 

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John Tabone, CAIP

Chief Executive Officer,
Canadian Research Insights Council
Toronto, Ontario

John brings over 20 years of experience in research, insights and analytics.  He is currently the Canadian Research Insights Council’s Chief Executive Officer and prior to that he led the insights and member value functions at CPA Canada.

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The Canadian research, analytics and insights industry is well connected to and highly engaged with the global research industry. Our practitioners have worked collaboratively and effectively with researchers around the world for decades. As such, we share a common desire to practice high standards of ethics and behaviour, and work towards common goals of exceptional quality in all our work.

Since 1977, ESOMAR, a globally recognized research association, has developed and maintained an international ethical and professional code of conduct. The quality and relevance of this code has led more than 60 associations in over 50 countries to adopt or endorse it.

With the full support of ESOMAR, our partners at the Canadian Research and Insights Council (CRIC), have adopted the ICC/ESOMAR International Code of Market, Opinion, and Social Research and Data Analytics as the CRIC Canadian Code of Market, Opinion, and Social Research and Data Analytics (the “CRIC Code”).

The CRIC Code serves as the foundation of the CRIC Standards. The CRIC Standards also include:

CRIC Public Opinion Research Standards and Disclosure Requirements that define the Canadian specific requirements for companies who publish research into the public domain.

ISO 20252:2019 Market, Opinion and Social Research, including insights and data analytics that establishes terms, definitions and service requirements for companies conducting market, opinion and social research, including insights and data analytics. All CRIC Accredited Agency and Associate Agency members must comply with this standard.

CAIP Canada fully endorses the CRIC Canadian Code of Market, Opinion and Social Research and Data Analytics and CRIC Standards.  CAIP Canada has representatives who actively participate as part of the CRIC Standards Committee.

View the CRIC Standards page to view the CRIC Standards including the CRIC Code

Relationship with CRIC & ESOMAR

CAIP Canada is working together with the Canadian Research Insights Council (CRIC) and ESOMAR to support the needs of the Canadian Research, Analytics and Insights Industry.

The Canadian Research Insights Council (CRIC) is Canada’s voice of the research, analytics and insights industry both domestically and globally.  It establishes and enforces the highest standards and ethics that protect the public interest and encourages participation in research.  It advocates for sound policy and regulations that encourage a supportive environment for research and analytics.  It supports new and innovative ways to gather insights and serves as a source of information for the industry.  CRIC ‘s membership is company based and include research agencies, companies that rely on insights and industry partners.  CRIC recognized the need for supporting a professional certification for individuals in Canada and helped fund the development of CAIP Canada as a separate association whose membership structure allows certified individuals to become members.


ESOMAR is the global voice of the data analytics, research and insights community, speaking on behalf of over 6000 individual professionals and more than 600 companies who provide or commission data analytics and research in more than 130 countries, all of whom agree to uphold the ICC/ESOMAR International Code. CRIC has established a strategic partnership with ESOMAR that includes CRIC adopting the ICC/ESOMAR Code, reliance on the ESOMAR discipline process, special ESOMAR rates for individuals from Canada and ESOMAR’s endorsement of the CAIP designation.

Which Organization Should I Join?

Certified Analytics and Insights Professionals of Canada (CAIP Canada)

For Canadian research, analytics and insights professionals seeking a world-class certification program.

All research, analytics and insights professionals are encouraged to pursue the CAIP designation and join CAIP Canada.  CAIP Canada is directed to professionals seeking to demonstrate they have the unique combination of analytical and business competencies guided by strong ethics that organizations need to succeed in the world of data.  To become a CAIP, candidates must be able to demonstrate that they have competencies identified in the CAIP Canada Competency Framework. These competencies are made up of both technical and non-technical competencies and they are grounded in a solid foundation of strong professional ethics and behaviours relevant to the research, analytics and insights industry.  The competencies cover a broad set of skills that will serve as a strong base for those who choose to specialize in areas such as analytics or qualitative research later in their career.  Review the Pathways to CAIP to learn how to become a CAIP.


Canadian Research Insights Council (CRIC)

For companies committed to supporting the highest standard and ethics, strong advocacy and innovation in research, analytics and insights.

For all companies that provide research/analytics services, client organizations that rely on insights for decision making, companies that provide services to the research/analytics sector, research institutes and academic institutions are all encouraged to join the Canadian Research Insights Council (CRIC).  By joining CRIC, your company is demonstrating its commitment to following the highest standards and ethics.  It is also supporting the advocacy efforts of CRIC to ensure sound policy and regulation that encourage a supportive environment for research and analytics.  Your membership in CRIC is also supporting the development of new and innovative approaches to research and analytics.  Visit the CRIC website to learn more about having your company become a member.



For Canadian research, analytics and insights professionals committed to the highest standards and seeking to enhance their knowledge and grow their connections globally. 

All research, analytics and insights professionals are encouraged to join ESOMAR by taking advantage of the special Canadian rates negotiated by the Canadian Research Insights Council (CRIC).  ESOMAR is the global association for data, research and insights professionals, an association that’s been dedicated to guiding, enhancing, regulating, promoting and celebrating the insights and market research profession for over 70 years.  ESOMAR membership demonstrates your commitment to ethical practice, gives you global connections and broadens and enhances your knowledge.  Membership in ESOMAR includes access to ANA, a searchable online database of over 10,000+ research papers, presentations and webinars and the annual Global Market Research Report.  ESOMAR membership also offers member rates on ESOMAR events globally.  ESOMAR is also working with the Canadian Research Insights Council to offer events across Canada.  Visit the CRIC website for details on how to take advantage of the special rates for Canadian professionals and the special rates for CRIC member companies who register 3 or more staff as ESOMAR members.

CAIP Canada’s Committees

 Professional Development Committee

The Professional Development Committee supports the organization’s mission of ensuring CAIPs have the competencies needed to unlock the power of data while maintaining the highest ethical standards by designing and running a range of educational and personal and professional development offerings.

The intent of the program is to support personal career development, prepare Associates for their designation, keep CAIPs up-to-date and help develop advanced skills and to ensure all practitioners have a firm understanding of the industry’s standards and ethical guidelines.

Offerings include:

    • a mandatory Ethics Course
    • an exam preparation program
    • broadly accessible webinars on a range of current and personal development topics
    • In-depth courses on more technical insights and analytics skills and
    • networking opportunities.

The Professional Development Committee is a committee of the Board of Directors and works through partnerships with ESOMAR, CMA and CRIC to ensure offerings are accessible across Canada.

Members – Jordon Levitin, Audrey Choong, Peter Macintosh, Robert Wong

Board of Examiners Committee

The Board of Examiners Committee supports the organization’s certification process to ensure a modern, respected and globally endorsed certification for Canadian research, analytics and insights professionals. The Committee is committed to following the highest quality standard, best practices and ethics in business and social research.

The Board of Examiners oversee the certification process from design of the competency framework (insert link here), pre-exam prep, design of exam questions, marking and overall feedback to exam writers.

The Board of Examiners Committee is a committee of the Board of Directors and works through partnerships with ESOMAR, CMA and CRIC to ensure the designation is a fair and equitable process.

Members – Audrey Choong, Shirley Leong

Sponsorship Committee

The CAIP Sponsorship Committee supports the organization by ensuring its financing needs are met through a variety of endeavors including, but not limited to, sponsorships of the organization, of conferences, of workshops, as well as of other initiatives and offerings.

The Sponsorship Committee is responsible for exploring current and potential sponsorship opportunities, evaluating the appropriateness of sponsorship pricing structures, sponsor benefits, contacting corporate members from the industry to solicit their support, as well as reflect upon and improve, the sponsorship campaign efforts.

The Sponsorship Committee is also tasked with collaborating with the other CAIP committees to ensure the organization’s objectives are met successfully.

Members – Maxime Bourbonnais, Robert Wong

Communications and Outreach Committee

The Communications and Outreach Committee recommends and then oversees the strategy and content of CAIP’s messaging. This includes information shared on the CAIP website, newsletter, emails, and social media, and content that partner associations share on behalf of CAIP. This helps ensure that CAIPs get timely and consistent information about CAIP, its activities and events, and other relevant Canadian analytics and insights information.

Members – Annie Pettit, Merriah Michel, David McVetty, Yvonne Brouwers

Governance Committee

The CAIP Governance Committee comprised of four directors of the CAIP Board, is responsible for overseeing the duties of the Board, as well as ensuring the non-profit organization is sustainable and complies with governmental regulatory requirements.

More specifically, the CAIP Governance Committee is responsible for:

    1.  Defining, reviewing, and updating the CAIP board’s mission statement;
    2. Defining, reviewing, and updating the CAIP board’s policies and bylaws;
    3. Defining, reviewing, and updating the CAIP board’s governing documents and organizational practices;
    4. Developing a transparent and just election process which ensures appropriate organizational longevity; and
    5. Developing a recruitment strategy which includes identifying and recruiting potential candidates for the board of directors, its various committees, as well as officer positions.

The Governance Committee is also tasked with collaborating with the other CAIP committees to ensure the organization’s objectives are met successfully.

Members – Robert Wong, Maxime Bourbonnais, Jordon Levitin, Peter Macintosh, 

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