Thor Falk · Qualitative Consultant
The Moderator
Thirty years of listening, probing, and translating human insight into decisions that matter.
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I help organizations hear what people are really saying.
Thor is a qualitative researcher, moderator, and interviewer based in Central Florida with a nationwide reach. For over three decades he has helped brands, agencies, and organizations understand the people they serve.
His work started at the Dick Pope Sr. Institute for Tourism Studies, where he first discovered that the most valuable data rarely comes from a checkbox — it comes from a conversation. That belief has shaped everything since.
When teams are misaligned, it's rarely about competence. It's usually about clarity, trust, or direction. Thor's role — whether moderating a focus group, leading a facilitation session, or coaching a leadership team — is to create the kind of thoughtful, trusting environment where people can hear themselves again. The clarity that emerges from that kind of space is what helps organizations move forward.
Thor served as Vice President of Lennox Research, eventually purchased the firm and rebranded it as Falk Research Associates, Inc. Along the way he became an early pioneer in online webcam interviewing and was invited to present best practices at the national conference of the Marketing Research Association.
Listening doesn't slow you down — it sharpens your direction.
— Thor Falk
Six things Thor does exceptionally well
Qualitative Research
Custom studies designed to surface the 'why' behind behavior — focus groups, in-depth interviews, online qualitative, IHUTs, and more. Thor designs the study, moderates the sessions, and delivers insights that are clear and actionable.
Moderation
30+ years of moderation experience in every session. Whether it's a boardroom, a focus group facility, or a virtual platform, Thor creates the conditions where people open up and tell you what they actually think.
In-Depth Interviewing
One-on-one interviews that go deeper than surveys ever can. Thor is skilled at building rapport quickly, following threads, and drawing out the nuanced perspectives that change how organizations think.
Coaching
As a trained Co-Active coach, Thor works with individuals and teams to unlock clarity, build confidence, and move forward with intention — whether navigating a career transition or leading through change.
Workshop Facilitation
Thor designs and leads workshops that get groups thinking, talking, and aligned. From strategic planning sessions to team development, he creates structured experiences that turn conversation into action.
Conversations for Clarity
A focused engagement for organizations that need clear direction quickly — without a lengthy research process. Two to five sessions, personally led, with a concise summary of what you heard and what it means.
Recognition & community
Orange County Tourist Development Tax Task Force
Appointed to serve on the task force advising Orange County on tourism development priorities.
Winter Park Influentials
Named one of Winter Park's Influentials by Winter Park Magazine.
Orlando's Remarkable People
Recognized as one of Orlando's Remarkable People by Watermark Magazine.
MRA National Conference Speaker
Invited to present best practices in online webcam interviewing at the national conference of the Marketing Research Association.
Ready to work together?
Whether you need a moderator for a single study or a research partner for the long haul, the best place to start is a conversation.