Your Insights Partner

A Boutique Research and Consulting Firm

Align Consulting Group (ACG) is a boutique research firm focused on providing quality consulting services to clients in British Columbia and Alberta. ACG offers strategy, research and evaluation services that allow clients to make confident strategic and daily business, program or policy decisions. 

 

ACG works in a variety of industries and is highly recognized for our work in the tourism industry where our partners bring nearly 50 years of combined experience. 

 

Align Consulting is built on a passion for tourism and a solid foundation of experience in the tourism industry in British Columbia.  It was founded by Krista Morten in 2013 while Liddie Sorensen-Lawrence, Managing Partner, joined in 2018 expanding on the tourism experience while adding expertise in local government and employee engagement. 

 

Our partners are supported by analysts and project managers as needed. In addition, we utilize partnership and sub-contracting relationships to ensure that our clients receive a full range of research services while maintaining our ability to be very price competitive by keeping our overhead costs to a minimum. The small structure of Align Consulting inspires the highest quality, flexible and specialized research, strategy and policy related work for both government and non-government organizations.  

 

We offer a range of services including strategic planning and full research services. We specialize in visitor studies, user satisfaction studies, employee engagement studies, 360° reviews, and citizen satisfaction studies. 

Industry Expertise

Tourism

ACG is built on our passion and solid foundation of decades of experience in the tourism industry in British Columbia. In fact, our partners bring nearly 50 years of tourism and tourism research experience to your projects. ACG’s diverse range clients within the BC tourism industry have included provincial government organizations, local government, regional districts and tourism associations. Our industry expertise can add value to your next project.

Government

Our projects have spanned all levels of goverment including municipal, regional, provincial, indigenous and federal. We understand the operating environment as well as the information needs of our government clients. We have extensive experience in conducting Citizen Satisfaction studies for local governments.

Associations & sectors

ACG has a long relationship with a variety of sectors and associations including the BC Camping and RVing Coalition, BC Fishing Tourism, Canada West Ski Areas Association, and BC Lodging and Campgrounds Association. In addiiton, we have recently completed a project on economic impact of Mountain Biking in Golden. 

Service and Topic Areas

ACG offers planning services (research, strategic and evaluation) project management, study design, questionnaire development, sample design and management, data collection services, data cleaning, open-end coding, analysis including advanced analytics techniques and weighting schemes, reporting, and presentations. In addition, we provide technical writing including situation analysis and infographic development. We are confident and familiar with primary and secondary research techniques, quantitative and qualitative data collection and analysis methodologies.  

 

The research topics listed below are a selection of some of our most common project topics. 

Visitor Studies

Economic Impact

Stakeholder Studies

Segmentation

Employee Engagement

360 Degree Reviews

Citizen Satisfaction Studies

Customer Satisfaction Studies 

Secondary Research

Market Research 

Clients

  • BC Adventure Tourism Coalition/Larose Research and Strategy

  • BC Ministry of Forests, Lands and Natural Resource Operations and Rural Development

  • BC Ministry International Trade

  • BC Ministry of Tourism, Culture, Arts and Sports

  • BC Oil and Gas Commission

  • Camping and RV BC Coalition

  • Canada West Ski Areas Association

  • Destination British Columbia

  • Destination Greater Victoria

  • Fraser Valley Regional District/Larose Research and Strategy

  • Fishing BC

  • Go Haida Gwaii

  • Golden Snowmobile Club/Sled Golden

  • Indigenous Tourism Association of Canada/O'Neil Marketing & Consulting

  • Indigenous Tourism BC

  • Recreational Vehicle Dealers Association of Canada

  • Regional District of Kitimat Stikine/Big River Analytics

  • Tourism Abbotsford

  • Tourism Cranbrook

  • Tourism Golden

  • Tourism Prince George

  • Town of Strathmore

  • Tourism Richmond

  • Tourism Vernon

  • Vardo Creative

Project Partners

 

Lillian Hallin

Consulting