Do you have an idea or product and need to gauge what people think? Colin Whelan can tell you. As vice-president of Innovative Research, he leads a team that helps companies gather the consumer opinions and information needed to make their plans successful. His job has morphed through the years, as information gathering has changed from door-to-door to phone to online methods. This is a constant challenge, but a vital part of knowing if your idea will hit or sink.

Every day you see some poll, some insight into how people shop, relax, vacation, choose their job, pick a favourite beer – and how they say they will vote. Have you ever wondered who the people are who gather all of that information?