Probe marks 25 years with new partnership, new look

We know numbers inside and out, but we have a hard time wrapping our minds around the fact that 25 years have passed since Probe Research was first incorporated on Sept.12, 1994.

This quarter of a century on the research front-lines seems to have passed with the blink of an eye. While technology has improved how we collect data and dramatic social change has increased the need for reliable insights, we continue to create knowledge by helping citizens, consumers and stakeholders better understand one another and the world around them.

To mark our Silver Anniversary, we are excited to share several announcements here for the very first time.

New Partners and Wider Ownership

Scott, Curtis, Mary Agnes

Two well-known people with deep ties to Probe Research – Mary Agnes Welch and Curtis Brown - have assumed significant ownership and partnership positions. Mary Agnes, a former award-winning Winnipeg Free Press reporter, has been providing our clients with highly accessible and actionable research insights for a number of years while Curtis Brown returns to Probe Research after a three-year stint with Environics Research in Toronto. (Curtis, also a former star journalist, worked at Probe Research for eight years prior to his Toronto interregnum.)

“These two are really the dynamic duo of the Manitoba research scene, and I really couldn’t be more excited to have them so plugged into the management of the company,” said Probe President Scott MacKay.

A Refocusing of our Service Approach

We use 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.

That core mission hasn’t changed, but we’re re-imaging how we do this, particularly by focusing on what additional value we can provide clients and what new tools we can use. This includes more innovative qualitative research beyond the traditional focus group and better data analytics and mapping. It also means shifting our relationship with our 400-plus clients to offer more nuance and strategic analysis so we’re a genuine partner – not just a service provider.

New Look and Feel

We’re modernizing and refreshing visual and public identity. Our updated identity honours our proud past while at the same time adds a modern touch and flair to our logo and colour palette - which will be reflected in all documents we share with our clients. Ta Dah! 

New Probe Logo

You will also notice The Sounding looks different. As we have for many years, we will highlight the issues, ethics, best practices and “nuts and bolts” that define contemporary market and public opinion research. On top of this, we will offer more information regarding what our team is up to, as well as the “stories-behind-the-stories” on our polls that regularly appear in the news media.

Soon, we’ll launch a new website that better reflects our new approach, showcases our wider service offerings and finally allows clients and the public to search decades of insights into the views and habits of Canadians.

Please keep an eye on and share your thoughts with us.

And stay tuned to The Sounding for more changes at Probe Research for our 25th Anniversary!

Probe's Latest - a post-playoff view of Manitoba's favourite Jets

Favourite Jets


This Probe Research survey of 1,000 Manitoba adults was conducted online between April 12th and April 17th, 2019.

MB Omni Schedule

Coming this October.....

Manitoba's only full-scale survey of 500 First Nations and Metis peoples. To participate contact [email protected].

IV Omni Cover 2019