True North is a full-service survey research firm dedicated to providing public and private entities with a clear understanding of the opinions, perceptions, priorities, and behaviors of their residents, voters, customers, employees, and stakeholders. Through designing and implementing scientific surveys, focus groups, and one-on-one interviews, as well as expert interpretation of the findings, True North helps its clients to move with confidence when making strategic decisions in a variety of areas, such as planning, customer service, policy or product design/evaluation, performance management, organizational development, establishing strategic priorities, and developing effective marketing campaigns.

Founded in 2002 by Dr. Timothy McLarney (President) and Richard Sarles (Principal Researcher), the True North team has designed and conducted more than a thousand research studies for California-based agencies and companies.

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