Daniel Berkal, CAIP

SVP Research, and a partner at Toronto’s “The Palmerston Group”

Daniel Berkal is SVP Research and a partner at Toronto’s The Palmerston Group. The global authority on creative ethnographic methodologies, Daniel’s team has conducted literally hundreds of energetic focus groups of various sizes, in-depth interviews, ethnographies, accompanied shops, mystery shops, videographies and ideation sessions among consumers and professionals in North America, Central America, Europe and Asia. He specializes in immersive methodologies and hard-to-reach participants.

The recipient of the “Qually” for excellence in Qualitative Research, Daniel has worked on some of the most innovative brands in business and is best known for completely immersing himself in consumer environments. With projects featured in Fast Company and Forbes, he’s been called “Hands down, the most unique, thought-provoking and game-changing qualitative researcher in the business. Period.”

His team was awarded back-to-back Great Mind Awards by the Advertising Research Foundation in New York City. A 2013 25-city speaking tour included stops in Canada, the United States, Italy, New Zealand and South Africa. He has presented at industry events around the world, including ESOMAR’s Global Qualitative and the Worldwide Qualitative Research Conference. His team has earned Best Qualitative Research honours at the MRIA Excellence Awards.

Daniel holds degrees from McGill University and The University of Texas at Austin. He is a professor at Humber College and has instructed at Miami Ad School campuses in New York, Minneapolis, Toronto and Miami. He has served on the board of directors of the QRCA.