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Woodruff Communications

In the last ten years, blogs have changed the dynamics of publishing and journalism.  We had the opportunity to consult for WS for a Blog they were building for Safeway called Table Talk. Our role was to offer digital expertise and feedback at their first strategic session.  WS did an excellent job of developing an inviting and functional user interface, designing/implementing the content strategy and sourcing contributors.  WS talks about it here.

"Almin Kassamali is the Managing Director at StyleLabs Communications. Over the past 3 years, Almin has strategically developed and positioned Stylelabs into one of Canada's only fully integrated, crowdsourced, digital boutiques. "Our mandate is to provide clients with a 360 degree solution working with us. Our model is elastic. We don't discriminate by organization size or revenue and can offer solutions to anybody with passion for growth and sustainability. What differentiates StyleLabs from anyone else in the industry is the fully integrated research division that validates campaigns designed in-house or by our clients. Our proprietary survey tool and online community platforms allows us to host focus groups and syndicate surveys real time with over 115,000 panelists across Canada. We have a dynamic community that is organically driven with Social Media, our house currency and automated referrals. Through the implementation of gamification into our panel methodology, respondents are rewarded based on level of involvement and cooperation. Having a community that is "plugged in" gives our clients, strategists and designers a crystal ball to accurately predict consumer needs and campaign resonance." As a qualitative researcher Almin has designed and moderated over 250 campaigns and 500 groups (online and in facility) for start-ups, advertising agencies and research sponsors like WestJet, SMART technologies, CBC, Pfizer and the South Asian Broadcasting Corporation. "I approach respondent engagement through a very different lens. My groups yield the same interaction, tone and authenticity you would see in a forum or social thread. By applying the rules of web/business 2.0 to a focus group or survey expect greater levels of actionable insight and applicability." In 2011 Almin facilitated Focus Groups on National TV for CBC's The Big Decision and has received multiple nominations for Avenue Magazine's Top 40 under 40.


  • Brand Strategy
  • Online Marketing Integration
  • Social Media Strategy and Implementation
  • Web Usability
  • Full Service Pharmaceutical (Qual/Quant)
  • Field Services (Conventional Qual./Quant, Online , CAPI)
  • Research Design
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