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. 

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.

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.

He went on to serve as Vice President of Lennox Research, Inc., where he honed his qualitative research skills by conducting studies for Fortune 500 companies, advertising agencies, and organizations across a wide range of industries. During his time there, Thor also created and led Mystery Guest, a mystery shopping program for the restaurant sector, and oversaw the launch of Insight Orlando, which became one of Florida’s top-rated focus group facilities under his leadership.

Eventually, Thor purchased Lennox Research and rebranded it as Falk Research Associates, Inc. Today, he continues to innovate, advise, and guide clients through custom-designed research and service solutions. He was an early pioneer in online webcam interviewing and was invited to present best practices at the national conference of the Marketing Research Association (now the Insights Association).

Thor’s work spans far beyond traditional research. He is a trained CoActive coach, a graduate of Leadership Winter Park, and a frequent speaker on topics like Service Excellence, DEI, and work/life balance. As the founder and president of the Winter Park PRIDE Project, he also champions visibility, equity, and belonging for LGBTQ+ people in Central Florida.

• 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 • Values-driven goal setting
   
• Industries Served: Hospitality • Real Estate • Healthcare • Financial Services & Banking • Advertising & Marketing • Manufacturing • Consumer Brands • Nonprofits • Public Sector • Research Agencies
   

Whether you’re building a stronger team, listening to your customers, or facing a big decision in your career—Thor helps you find clarity and take action. He can support as much or as little of the journey as you need. No pressure. Just thoughtful partnership grounded in experience, empathy, and results.