For The People

We do things differently. Here, it's not about quick surveys or filling in checkboxes. It’s about meaningful moments, deep dives, and uncovering truths that matter.

A 1-Hour Conversation That Stands Out

What we offer is simple—just one thing. Spend an hour chatting with a real person. No robots, no scripts—just genuine connection. We call these "in-depth interviews," but they’re more than that. It’s a chance to have someone listen to you who gets it. Together, you’ll explore your experiences, challenges, and needs.

What We Do

We believe every conversation can reveal something new—something you might not have noticed about yourself. These insights don’t just matter—they can change how you see the world around you. By joining in, you’re helping with research that’s meaningful, impactful, and totally human. For us, market research isn’t just about numbers—it’s about connection. It’s about listening, learning, and making sure your voice has power.

Our Vision

No masking, no code-switching needed. Connect with someone you actually have something in common with. Help us shape a future of understanding people that prioritizes radical authenticity and pushes product innovations forward to meet more peoples' needs.

How It Works

A graphic that reads people qualify for interviews, then people get paired to a moderator, and that equals rapid authentic interviews

About The Founder

Catriona is on her way to living nine lives, from soccer pro wannabe, to corporate world, activist, queer, disabled, accidental tech-entrepreneur, she's a serial community builder and prefers warm people over cold numbers.

Catriona is a trailblazer in the qualitative market research industry known for her passion for customer advocacy and co-creating innovative solutions.

Catriona has made a significant impact though her roles in leading global and Canadian market research firms and as the Founder & CEO of The Thick Data Co.

At The Thick Data Co we've launched whii - the world's first human-led, AI supported consumer interview platform with an approach that combine a deep understanding of psychological safety and trauma-informed practices, user experience, and problem-solving with peoples' needs in mind.

Frequently Asked Questions

What is whii?

A research platform that’s designed with you in mind. We focus on creating connections – connecting you to the products and brands that you use, and connecting you to a real person you have something in common with.

Are there any costs to join whii?

No - WE PAY YOU. We value you sharing your unique experiences and feedback with us.

What should I expect when participating in a whii project?

As a participant, you will answer a few questions to see if you qualify for a project. If you’re hand-picked, you will have access to whii, where you are matched with a moderator you feel most comfortable with. Please find a quiet place with good internet for your scheduled meeting. Conversations are just an hour over webcam. Once your interview is done, you will receive your prepaid Visa card in a few days.

How available do I have to be?

As soon as you're invited to a research project, please pick the moderator you feel most comfortable with and the next available time that works for your schedule.

How do bookings work?

When you’re selected for a project, you will receive a booking link to whii. Once on whii, you will choose a moderator you feel is the best fit. Then, choose the next available time that works for you. Once scheduled, a Zoom link for your meeting will be emailed to you.

Tell me more about the conversation.

Interviews are an hour on Zoom. When you join, we’ll share with you what we’re going to be talking about, and then get into the topic.

Can I help with more topics that I care about?

Yes, you can opt in to receive messages when new projects come in that fit with the information you provided.

What happens to my information?

Your information is safe with us. In our reports, you will remain anonymous. Your interview recording and transcript will be deleted once the project is complete.

How will I find out about more opportunities to help?

Once you’re a whii community member, you’ll receive emails from us if there’s a project that we think you might like.

If this isn’t for me, how do I handle that?

We love feedback. If something didn’t go the way you expected, please send us your feedback. If you don’t want to be contacted anymore, please email us and we’ll delete your info.

How much can I earn?

You will receive a prepaid Visa card a few days after an interview by email. Amounts vary per project.

How are moderators selected?

We hand-pick our moderators with various experience and backgrounds. If you know someone who would be a great fit, please email us at hello@thickdatacompany.com

How do I contact The Thick Data Company if I have any issues?

Please email us at hello@thickdatacompany.com - we are here for you!

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