Team

Data is one thing: meaningful, organized and structured data is quite another. Our team’s years of expertise give you an intelligent analysis that is truly useful for your business requirements. Meet the people that make up the team behind the numbers.

Sam Farag
Sam Farag

Sam is the founder and president of Tab House.  As an undergraduate at the University Of Toronto, Sam answered an ad looking for bilingual coders at Canada Market Research, and became fascinated with the process of data collection and analysis.  Once graduated, (Honours B.A, Political Science), Sam moved on to ABM Research, where he formed the in-house Coding Department. When ABM sought to move tabulations in-house, Sam implemented and managed the Data Processing Department. Recognizing a growing need for quality research support services in the wider market research community, Sam’s next step was to branch out and start Tab House, where he has been managing projects for over 24 years.

While he is experienced in all phases of marketing research, Sam has honed his skills in the tabulation process.  He has seen it all, and is able to pass on his wisdom and experience to those clients who are relatively new to the tabulation end of marketing research.  The scope of projects he has managed is diverse, ranging from basic tracking studies to highly technical, sophisticated, and specialized projects. Sam has written specs, (with and without tab plans), on thousands of projects over the years, and continues to be a practitioner as well as administrator at Tab House.

Sam has rigorously focused Tab House on what it does best: customized tabulations that meet clients’ deadlines with on-going support throughout the process.  He likes to inform those that ask about Tab House that “We are a tabulation firm, and that’s all we do. Our name speaks for itself”.

Sam is committed to establishing relationships with partners in the industry, and is an active participant within the Marketing Research and Intelligence Association (MRIA).  He is also a member of the MRA, and is a Certified Marketing Research Professional (CMRP).

Sam is an avid film buff and a die-hard sports fan.

Todd Nickel
Todd Nickel

After working 12 years at Research House and in his 15th year at Tab House Todd is more than “at home” in the research world.

As a graduate of RCC Institute of Technology, the more technical side of Market Research was always an appeal to Todd. Initially working in fielding quantitative studies and working closely with quality control was a good foundation for his progression in the industry. His ongoing development has included working with CAPI and CATI programming as well as the extraction and eventual compilation of various forms of data files. By using programs such as DASH, WinCross, SPSS and UNCLE, Todd has demonstrated the flexibility required by the ever-changing needs of our clients.

Football (soccer to some) is a huge passion for Todd. “The Beautiful Game!”

Wendy Watson
Wendy Watson

Wendy has led the coding department at Tab House for over 20 years.  She has developed code frames for thousands of projects over that span, on a wide variety of topics.   She has a vast background in quantifying open ended responses to Ad tests, New Product Concept tests, Consumer Loyalty, Attitude and Behaviour tests,  and highly technical Medical and Pharmaceutical research.

Wendy’s specialty is her ability to extract information from open-ended responses, and provide meaningful insights.   She has developed a unique skill in maneuvering through volumes of spontaneous verbatim comments, and categorizing them into identifiable themes.   She is able to move seamlessly between analyzing English and French verbatims,  and skillfully consolidates the work of the coding team.   Her experience, background and unwavering attention to detail have been key elements to the success of Tab House over the years.

Wendy holds an Honours B.A. in English from the University of Toronto.

Andrew Farag
Andrew Farag

Andrew can’t believe how fast time flies, as he is already entering his seventh year in the research industry. After graduating from the University of Toronto (Honours B.S.), Andrew began working at Pricing Solutions and found that his education, (a double major in Psychology and Sociology), served him well as a research analyst. While there, he gained valuable experience with large data files in Excel and discovered innovative ways to use macros in order to streamline the data mining process. He also wrote code for interfaces and developed navigational buttons that were used on pricing models. Andrew’s arrival at Tab House had an immediate impact as his programming skills allowed cross tab specifications to be formatted even more quickly, and his innovative use of macro programming permitted an entirely new level of sophistication and customization for our clients.

Andrew is a husband, father, drummer, shortstop, dog owner, and he’s pretty good at Super Nintendo.

Andria Knowles-Muller
Andria Knowles-Muller

Excited by the learning opportunities that the research industry has afforded her throughout her many years of involvement,  Andria holds two University degrees (BA, MA), a college certificate, and frequently pursues refresher courses. Years at ABM Research and then Tab House have seen her work qualitatively and quantitatively, in coding, data processing, specifications writing as well as handling various other projects. After a hiatus to raise three children, Andria was warmly welcomed back at Tab House. Delighted by the diversity of projects she encounters, Andria is thrilled by the idea that clients are able to use her years of experience and attention to detail in the pursuit of the information that contributes to sound decision making. She relishes the challenge of meeting a deadline while maintaining high standards of quality.

Andria is a member of the Toronto Bead Society and an avid reader.