Erin Jonasson


Erin Jonasson joined the Probe Research team in November 2022. An anthropologist and design researcher by training, Erin has more than a decade of experience in market research, including six years with innovation and strategy firms in Toronto. Before that, she worked with communities and organizations engaged in the resource sector, contributing research and evaluation to meet provincial and federal guidelines for socio-economic impact assessments. With a passion for uncovering insights that resonate deeply – and in unexpected ways – she brings expertise in a variety of innovative qualitative and design research methodologies, from facilitating interviews and workshops and conducting in-depth ethnographic research, to producing journey maps, service blueprints, behavioural personas, and experience principles, along with other insight-driven deliverables.

Email: [email protected]

Our Team

Probe Research was founded in September 1994 by Scott MacKay, growing from a sole proprietorship into a core team of elite research consultants. During this time, Probe has evolved into a boutique, bi-national firm with offices in both Winnipeg and San Diego. In late 2018, Probe Research entered a new and exciting era as two new principals, Curtis Brown and Mary Agnes Welch, joined with Scott MacKay to form a new partnership. 

Our Vision

We create knowledge by helping, citizens, consumers and stakeholders better understand one another and the world around them.

Our Mission

We ask the questions and find the answers. We use both proven and emerging market research techniques to gather data and distill stories to reveal what truly matters. We help our clients use this knowledge to make smarter, better decisions.