About Us

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. He purchased the company and then incorporated with a new name, Falk Research Associates. 

Thor Falk began his research career working for the Dick Pope Sr. Institute for Tourism Studies. That is where he developed a passion for learning what people think, feel, and do. Serving clients in the hospitality, attractions, and restaurant industries provided a strong foundation, particularly in quantitative methods. 

From there, he accepted the offer to serve as Vice President of Lennox Research, Inc. where he honed his qualitative research skills conducting research for Fortune 500 companies, advertising agencies, and smaller organizations in a broad variety of industries. 

 
Thor also oversaw the development of Mystery Guest, a mystery shopping program serving the restaurant industry. As that expanded to spin off as a separate company, he oversaw the development of Insight Orlando, a focus group research facility. While under the Lennox Research umbrella and Thor's leadership, Insight Orlando was one of the top-rated research facilities in Florida.

Thor purchased Lennox Research and changed the name to Falk Research Associates, Inc. Under Thor's direction, Falk Research continues to offer and create new research products and services. When web-cam interviewing was a new method, Thor was invited by the Marketing Research Association (now Insights Association) to present best practices at their annual conference. 

Given Thor’s broad perspective and experience, he is uniquely qualified to provide clients with research strategies that provide actionable and meaningful results, regardless of industry.