Moderator · Marketing Research

François Gohier, MBA (Concordia)

Focus groups and face-to-face interviews in French speaking markets of Canada: Québec, New-Brunswick and Ontario

Over the last twenty years as researcher in a large consulting firm, then as freelance, François has done moderating in this part of the country for the benefit of Canadian and American fellow researchers looking for a seasoned counterpart with a deep understanding of the French language and culture.

Because of his background in advertising (as agency executive on Ford, General Foods and Lever Detergents accounts early in his career), he is often asked to test advertising concepts and executions.

He has covered a wide array of business sectors as a qualitative consultant, namely (in order of frequency of mandates):

  • Pharmaceuticals
  • Energy (utility – Hydro-Québec)
  • Retail
  • Automobile
  • Financial
  • Technology and telecommunications
  • Social issues (federal government)

François is particularly proud of some high impact strategic recommendations he formulated in the retail sector:

1-Recommendation to The Home Depot to drop the article ‘The’ in their logo to maximize the chain’s roll-out in French Québec (the chain’s name is Home Depot in Québec).
2-Recommendation to Staples to keep Bureau en gros untouched as their brand name in Québec, despite a strong will to standardize brand names under ‘Staples’ for promotional purposes in their international operations.

These bold suggestions (vs original research objectives) were eventually endorsed by these clients, in their best interest: both are still in effect in 2011.

His experience includes many consumer, business and healthcare products and services.

In the healthcare sector:

Previous experiences in the following pathologies, drugs and topics (mostly one-to-one interviews with pharmacists, GPs and specialists):

ACE Inhibitors Erectile dysfunction Prostate cancer
Anemia Glaucoma Rhinitis / Urticaria
Attention Deficit &
Hyperactivity Disorder
Rhumatoid arthritis
Asthma Internet Site (Drug company) Seasonal allergies
Benign prostatic
hyperplasia (BPH)
Intravenous anti-infectives  Syringes
Depression (SSRIs) Oral contraceptives Thrombolytics
Diabetes Pneumococcal infections (vaccine) Hormone Replacement Therapy (HRT)
Member of:

QRCA (Qualitative Research Consultants Association) USA

MRIA (Marketing Research and Intelligence Association) Canada

Work history:

(1988 – today) Marketing Researcher: Qualitative and quantitative mandates

(1980 – 1988) Director, Marketing, Gaz Métro, Montreal (natural gas utility)

(1974 – 1980) Ad agency executive, major agencies (Vickers & Benson, BCP)

Email :
Tel: 514.984.0910
Adresses: 4840 rue Cartier 5204 chemin Lac-Azur

Montréal, QC Ste-Agathe-des-Monts, QC

H2H 1X2 J8C 2Z7