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.
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