# Stephan Sigaud

> Stephan Sigaud is the Chief Marketing Officer of Toronto-based research consultancy Phase 5, where he connects market research, customer experience, UX, brand strategy and growth. His public career stretches from running a B2B customer-satisfaction firm in New York in the early 1990s to senior roles at Harris Interactive, Northstar Research Partners and Kantar TNS Canada, followed by a move in 2017 to the smaller, privately held Phase 5. Across that arc, his recurring idea is practical: research matters when it changes what people inside a company do.

- **Role:** Chief Marketing Officer at Phase 5
- **Organizations:** Phase 5, Kantar TNS Canada, Northstar Research Partners, Harris Interactive, FIND/SVP, IDSI, Insights Association, Customer Experience Professionals Association, Canadian Marketing Association, ESOMAR
- **Education:** MBA, ESSEC Business School Paris
- **Known for:** Built and led IDSI, a B2B customer-satisfaction consultancy acquired by FIND/SVP in 1994., Held senior leadership roles in customer loyalty, customer experience, marketing and business development at Harris Interactive and Kantar TNS Canada., Served on the Insights Association Canadian Chapter board and as its Toronto Regional Chair.

## Career timeline

- **1992** — As president of New York research consultancy IDSI, discussed a B2B customer-satisfaction gap-analysis method with Quirk's.
- **1994** — IDSI was acquired by FIND/SVP; Sigaud became managing director of its Customer Satisfaction Strategies Division.
- **2008** — Served as President of U.S. Solutions Research Groups at Harris Interactive and publicly presented the Harris Interactive Commitment Model in Singapore.
- **2010** — Joined Northstar Research Partners as Executive Vice President, Corporate Development.
- **2011-2015** — Led the Customer Experience practice for the Americas at Kantar TNS Canada.
- **2015-2017** — Led Marketing and Business Development at Kantar TNS Canada.
- **2017** — Joined Phase 5 as Executive Vice President of Marketing and Development, effective September 18.
- **2022** — Joined the Insights Association Canadian Chapter board.
- **2023** — Named the Insights Association Canadian Chapter Regional Chair for Toronto.
- **2025** — Selected as a judge for the 2026 CMSWire IMPACT Awards.
- **2026** — Appeared on the CanadianSME Small Business Podcast to discuss customer research and selling to SMEs.

## Achievements

- Built and led IDSI, a B2B customer-satisfaction consultancy acquired by FIND/SVP in 1994.
- Held senior leadership roles in customer loyalty, customer experience, marketing and business development at Harris Interactive and Kantar TNS Canada.
- Served on the Insights Association Canadian Chapter board and as its Toronto Regional Chair.
- Served as past Chair of the CXPA Toronto Network and past co-Chair of the Canadian Marketing Association CX Council.
- Selected as a judge for Canadian Marketing Association and CanadianSME awards, and for the 2026 CMSWire IMPACT Awards.
- Has presented at conferences and seminars across major world regions.

## Latest updates

- **2026-04** — Appeared on the CanadianSME Small Business Podcast to discuss how businesses can use voice-of-customer research and sell effectively to SMEs.
- **2026-02** — Received a CMSWire credential as a 2026 IMPACT Awards Gold judge.
- **2025-09** — Phase 5 announced his selection as a judge for the 2026 CMSWire IMPACT Awards.
- **2025-07** — Phase 5 highlighted his CMSWire article questioning whether customer experience was losing strategic relevance.
- **2025-03** — Published an argument comparing the risks facing customer experience programs with the earlier evolution of CRM.

## Links

- Website: https://www.phase-5.com
- LinkedIn: https://www.linkedin.com/in/stephansigaud

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Profile page: https://yespress.io/stephan-sigaud
Published by YesPress — https://yespress.io
Last updated: 2026-08-24