About Bill

WF (Bill) Johnston


Bill Johnston is an accomplished qualitative market research consultant with over 25 years’ experience providing insights to domestic and international clients on a range of strategic planning, marketing management and consumer research issues.

After graduating from the Ivey School of Business at The University of Western Ontario, Bill rose through the marketing and general management ranks of industry leaders Procter & Gamble, Frito Lay, Pillsbury and Nabob Foods before founding his own research and consulting practice.

Besides his unique skills as a qualitative researcher, Bill brings a strategic marketing management perspective to every project, and leverages his broad experience to provide actionable insights and recommendations. His research clients cross a wide range of industries including consumer packaged goods, retail, hospitality, travel and public affairs. Bill has particular expertise in the evaluation of new products, creative concepts, package designs and corporate and brand image work.

Bill is an active member of the Qualitative Research Consultants Association (QRCA) and a former Director of the Vancouver chapter of the American Marketing Association (AMA).