The Power of Strategic Perspectives

Phoenix SPI is a Canadian-owned research firm specializing in public opinion research and research with stakeholders and special audiences. For a decade and a half, we have been a trusted research supplier to public and private sector organizations.

In mythology, the phoenix symbolizes rebirth and rejuvenation, something effective public opinion research helps clients achieve – for their communications, policies, programs, and services. The Phoenix promise is to bring insight and innovation to client’s research to generate reliable data and analysis, complemented by strategic interpretation and actionable advice.

Phoenix SPI is a member of the Canadian Research and Insights Council. As a member of CRIC, Phoenix SPI adheres to the CRIC Code and Standards for high quality research, including the CRIC Pledge to Canadians. Our commitment to the highest standards is highlighted in the CEO Declaration of Compliance with CRIC Standards and the CEO Declaration of Compliance with ISO 20252:2019.

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Believing in the need for hands-on involvement by senior researchers at every stage of project fulfillment, Phoenix professionals are noted for building strong client relationships. The detailed knowledge we acquire of client mandates, issues and communities of interest make Phoenix SPI a valued, long-term strategic partner.


Stephen Kiar


Stephen is one of Canada’s most highly experienced public affairs researchers. He offers clients more than 25 years of professional experience in public opinion research. His career has included work for a Member of Parliament, in the PMO under Pierre Trudeau, and for a central labour body. In 2003, Stephen founded Phoenix SPI. He has an M.Sc. in Political Science from the London School of Economics and Political science, where he was awarded a Mark of Distinction, the top award for a Masters Program. He also holds the MRIA’s Certified Marketing Research Professional (CMRP) designation. Stephen loves to explore the world, a passion that began with a two-month tour of Europe when he was 16 and continued with a two-year world tour in the mid-80s. His country count continues to grow and, for the moment, stands at 105.


Alethea Woods


Alethea joined Phoenix SPI as a research analyst in 2003, one of the original staff when the firm opened its doors. Over the next decade and a half, Alethea has worked in progressively more senior positions to the point where she is now an owner in the company and responsible for managing all aspects of the firm’s day-to-day operations. Alethea has extensive experience designing and conducting qualitative and quantitative research studies. She holds a M.A. in Communications from Carleton University. Originally from the west coast, Alethea loves the ocean and misses the coastal mountains. When she’s not working, Alethea can be found spending time with her husband and kids, reading, and exploring the outdoors.


Philippe Azzie

Qualitative Research Specialist

Philippe Azzie was also one of the founding members of Phoenix SPI. Fluently bilingual, Phil specializes in qualitative research. He has conducted hundreds of focus groups and well over a thousand one-on-one interviews with audiences as diverse as judges, Parliamentarians, indigenous Canadians, physicians, corporate executives, senior public servants, journalists, academics, cognitively and physically disabled Canadians, and representatives of many other groups. Holding a PhD from Carleton University, Phil continues to work there as a part-time sessional professor, teaching various undergrad courses as part of the political science faculty. Phil enjoys fishing and travel.

Our Clients

Phoenix SPI is proud to work with many of the departments and agencies of the Governments of Canada and Ontario, and other respected organizations

Here’s a list of some of our clients:

  • Agriculture and Agri-food Canada
  • Atlantic Canada Opportunities Agency
  • Association of Consulting Engineers of Canada
  • Bell Canada
  • Canada Revenue Agency
  • Canada Student Loans Program
  • Canadian Association of Defence and Security Industries
  • CBC
  • Canadian Border Services Agency
  • Canada Business Network
  • Canadian Foundation for the Americas
  • Canadian Heritage
  • Canadian Housing and Renewal Association
  • Canadian Space Agency
  • Canadian Steel Producers Association
  • Carleton University
  • CMHC
  • CIDA
  • City of Ottawa
  • Corporations Canada
  • Correctional Service of Canada
  • CRTC
  • Export Development Canada
  • Elections Canada
  • Employment and Social Development Canada
  • Environment Canada
  • Financial Consumer Agency of Canada
  • Farm Credit Canada
  • FedNor
  • Finance Canada
  • Global Affairs Canada
  • Health Canada
  • Immigration, Refugees and Citizenship Canada
  • Innovation, Science and Economic Development Canada / Industry Canada
  • Indigenous and Northern Affairs Canada
  • Library and Archives Canada
  • Royal Canadian Mint
  • Métis Nation of Ontario
  • Montfort Hospital
  • National Defence / Canadian Forces
  • Natural Resources Canada
  • Ontario Government
  • Office of the Privacy Commissioner of Canada
  • Ottawa Public Health
  • Ottawa Public Library
  • Office of the Superintendent of Financial Institutions
  • Office of the Parliamentary Budget Officer
  • Canadian Parents for French
  • Parks Canada
  • Passport Canada
  • Public Health Agency of Canada
  • Public Services and Procurement Canada
  • Public Sector Integrity Commissioner
  • Public Safety Canada
  • Service Canada
  • Sports Canada
  • Standards Council of Canada
  • Translation Bureau
  • Transport Canada
  • Treasury Board Secretariat
  • United Nations
  • University of Ottawa
  • Veterans Affairs Canada

The breadth of research Phoenix professionals have conducted for the Government of Canada is unsurpassed. We’ve designed studies for over 50 departments and agencies, most of whom come back to us time and again.

We understand public affairs research.


At Phoenix SPI, we’re always looking for talented, hard-working professionals with strong research backgrounds. If you’re interested in joining our team, and think you might have the right combination of experience and skills, we invite you to forward your CV to

Contact Us

Contact us today to see how Phoenix SPI might help your organization with its research needs.

Address 1678 Bank Street, Ste. 2
Location Ottawa, Ontario K1V 7Y6
Phone 613-260-1700
Fax 613-260-1300