# Phase 5

> Phase 5 is a privately held research and consulting firm that helps enterprises make customer-led decisions across brand strategy, product innovation, customer experience, user experience, and analytics. Founded in Ottawa in 1991 and now headquartered in Toronto with a Minneapolis presence, the firm sells tailored research engagements rather than software, combining qualitative and quantitative evidence with strategy and design.

- **Founded:** 1991
- **Headquarters:** Toronto, Canada
- **Team size:** Approximately 79 employees in the supplied dataset; LinkedIn lists the company-size band as 11-50.
- **Products:** Brand & Communications, Innovation, Customer Experience, Experience Strategy & Design, Advanced Analytics
- **Notable:** Founded in Ottawa in 1991 and opened a Toronto office in 1998., Was an early adviser on the move of information products and government services to online channels., Supported Canada Post's FlexDelivery development through customer-centered research.

## Products & services

- **Brand & Communications** — Research for positioning, brand strategy, message testing, communications effectiveness, and audience engagement.
- **Innovation** — Market-needs identification, jobs-to-be-done research, concept development, product roadmaps, and go-to-market support.
- **Customer Experience** — Customer journey mapping, loyalty and value measurement, NPS programs, segmentation, and CX strategy.
- **Experience Strategy & Design** — UX research, usability testing, service and product design, accessibility, and experience strategy for physical and digital touchpoints.
- **Advanced Analytics** — Quantitative analysis, segmentation, MaxDiff, data visualization, and measurement frameworks used across the firm's practices.

## Achievements

- Founded in Ottawa in 1991 and opened a Toronto office in 1998.
- Was an early adviser on the move of information products and government services to online channels.
- Supported Canada Post's FlexDelivery development through customer-centered research.
- Supported Interac's commercial payments work from value-proposition testing through go-to-market materials.
- Recognized by CIOReview in 2023 as a promising digital experience solutions provider.
- Launched a refreshed brand and expanded Brand & Communications practice in 2024.
- Developed the Trust, Alignment, Recourse framework for AI-mediated customer outcomes in 2025.

## Latest updates

- **2026-08** — Published a case study on multi-country research for a legal solutions provider's European growth strategy.
- **2026-06** — Published analysis arguing that traditional CX metrics need stronger links to retention, growth, and risk.
- **2026-03** — Made its problem-led insight webcast available through the PDMA knowledge hub.
- **2026-02** — Published webinar replays on AI-era UX and problem-led product insight.
- **2025-10** — Released the TAR framework - Trust, Alignment, Recourse - for measuring AI-mediated customer outcomes.
- **2024-11** — Launched an expanded Brand & Communications practice and released a CDSPI retention case study.
- **2024-10** — Introduced a new website, refreshed brand, and the 'Drive Bold Decisions' positioning.

## Links

- Website: https://phase-5.com
- LinkedIn: https://www.linkedin.com/company/phase-5
- Twitter/X: https://twitter.com/_Phase5
- Facebook: https://facebook.com/konnexsocial

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Profile page: https://yespress.io/phase-5
Published by YesPress — https://yespress.io
Last updated: 2026-08-23