Our history
About Falk Research Associates
For over three decades, we've helped organizations stop making expensive assumptions — and start making decisions grounded in what people actually think, feel, and do.
A longer history than our founding date suggests
Falk Research Associates, Inc. was founded January 1, 2000 after purchasing Lennox Research, Inc. — but we have a much longer history than that. Thor Falk, President of Falk Research, was previously the Vice President of Lennox Research for nearly ten years before purchasing the company and incorporating under a new name.
Thor began his research career at the Dick Pope Sr. Institute for Tourism Studies, where he developed a deep curiosity about how people think, feel, and act. Serving clients in the hospitality, attractions, and restaurant industries gave him a strong foundation in quantitative research methods and a lasting appreciation for the power of insight to drive impact.
President
Thor Falk
Strategic Guide | Research Expert | Leadership Facilitator | Community Connector
Erling "Thor" Falk has spent more than three decades helping people and organizations get clear about what matters — and how to move forward with purpose. As a seasoned researcher, trained coach, and trusted facilitator, Thor brings a rare blend of analytical skill, emotional intelligence, and real-world experience to every engagement.
In every focus group, interview, and leadership session he has moderated, there is a moment when someone says, 'I've never said that out loud before.' That is the moment when real insight begins — and it is the moment Thor has spent his career creating the conditions for.
As Vice President of Lennox Research, Inc., Thor honed his qualitative research skills conducting studies for Fortune 500 companies, advertising agencies, and organizations across a wide range of industries. He developed Mystery Guest, a mystery shopping program for the restaurant sector — building the system that deployed more than 10,000 mystery guests nationwide, along with the analysis architecture to ensure observations were not only accurate but weighted to reflect each consumer experience's impact on satisfaction and likelihood to return. He also oversaw the launch of Insight Orlando, which became one of Florida's top-rated focus group facilities.
Thor is a trained CoActive coach, a graduate of Leadership Winter Park, and a frequent speaker on topics including Service Excellence, DEI, and work/life balance. He is also the founder and president of the Winter Park PRIDE Project, championing visibility, equity, and belonging for LGBTQ+ people in Central Florida.
Who Thor works with
Organizations & Teams
Strategic planning, customer experience mapping, Service Excellence systems, leadership workshops, DEI and community engagement initiatives.
Individuals & Leaders
Coaching for clarity, career transition guidance, communication skills, and values-driven goal setting.
Industries served
The best place to start is a conversation
Discuss your research objectives directly with Thor. No pressure — just thoughtful partnership grounded in experience, empathy, and results.