• "Science explained people, but could not understand them".
    (E.M. Forster​)
  • "Language makes us, as we make it".
    (Steven Pinker)
  • "Where do we fall, when we fall in love?"
    (E. Young-Bruehl)






Research & Consulting








We all have a story to tell.


















but we don't always choose to do so
























The story we cannot avoid telling is the one our 'being' inevitably narrates.

Our Quest

...is to tell your story
...to speak your truth









because as human beings, we continually strive for meaning in a virtually uninterrupted monologue, to construct our sense of 'self'











At SB&B we (re)author worn-out narratives, through the application of various psychodynamic schemas
by (re)constructing & externalizing that which had previously slipped
was absent yet implicit
was left (un)said.

On Listening











We not only listen to what's said, but also to what’s ‘not’ said.
We can tell when people are talking without speaking, or hearing without listening & we want to know why.











when people engage in a different ‘telling’ & ‘listening’...
NEW meanings, ideas and possibilities present themselves



Sentiment - Empathy


‘empathy’ works like ‘therapy’ to unlock the 5Key™ dimensions to hidden consumer truths

culminating in narratives that previously remained out of language

ending in stories that were never told




Our 5KeysTM for EMPATHY








Our Optics


  • Verbal Imagery
  • Walkabout Shop-alongs
  • Videographic Ethnographies
  • Dream Work Co-creation
  • Relational Discourse
  • Reflective Conversations
  • Self As Witness
  • Beyond Understanding... and much more







  • BrandAnalytics
  • Humanistic Product Design
  • Central Location Product Testing
  • Pricing Research
  • Usage & Attitude Measurements
  • Mystery Shopping
  • Satisfaction Metrics
  • Diagnostics... and much more



  • Organizational Analysis
  • Human Resource Training
  • Facilitation workshops
  • Narrative Circles
  • Psychodrama
  • Group Relations
  • Transitional Play
  • Basic Assumption Groups

Our Clients

Our Client Experience


  • Asian Food Industries
  • Coca-Cola
  • Danone
  • Engro Foods
  • Kraft Canada
  • Mitchell’s Fruit Farms Ltd.
  • Nestlé
  • Nirala Sweets Ltd.
  • Pizza Hut
  • Smucker Foods of Canada Corp.
  • Tetra Pak
  • The Dairy Farm Group (H.K.)
  • Ulker
  • Unilever
  • Wali Oil Mills Ltd.


  • Eli Lilly
  • GlaxoSmithKline, Canada
  • Kimberley Clark
  • Reckitt Benckiser
  • SC Johnson & Son
  • Stiefel
  • Takeda Pharmaceuticals Canada


  • Bareezé
  • Diamond Group of Industries
  • H. Karim Buksh Stores
  • Levi Strauss
  • Servis Shoes


  • Acorn Marketing (Hong Kong)
  • BPRI /WPP London
  • BrainJuicer UK
  • Connect Research (UK)
  • Conversa Global (New Zealand)
  • Corr Willbourne Research (UK)
  • Cross-tab (India)
  • DNA Consumer Research (China)
  • Environics Research Group (Canada)
  • Feedback Market Research (ME)
  • GFK (Germany, Turkey)
  • GlobeScan Canada
  • HPI Research Group (UK)
  • IMRB (India)
  • InterMedia (UK)
  • Lieberman Research Worldwide (USA)
  • Market Probe Ltd. (Singapore)
  • MPSI Systems Ltd., (UK)
  • Nextpractice (Germany)
  • Quantum (India)
  • Research International (France)
  • Sklar Wilton (Canada)
  • Synovate Censydiam (Italy)
  • The Zeiu Group (Singapore)
  • TNS (Hong Kong)
  • Trend Research (Germany)
  • Vitamins Consulting (Thailand)
  • YouGov Siraj (ME)


  • BBC World Service Trust
  • Dawn Group of Newspapers
  • Deutsche-Welles
  • Voice of America


  • Agha Khan Rural Support Program
  • American Bar Association / WJP
  • British Council
  • Purple Market Research
  • Shaukat Khanum Cancer Hospital
  • World-Wide Fund For Nature (WWF)


  • BBDO
  • D’Arcy
  • DDB
  • MullenLowe Rauf.
  • Ogilvy and Mather
  • Publicis Groupe


  • Hewlett Packard
  • Mobilink
  • Motorola
  • Nokia
  • Sony Ericsson
  • Ufone


  • Habib Bank Ltd.
  • HSBC Bank
  • Muslim Commercial Bank Ltd.
  • Standard Chartered Bank
  • The Bank of Punjab


  • HKF Engineering
  • Honda
  • Ravi Autos


  • Kodak
  • Philips


  • Chevron
  • ICI Paints
  • Shell
  • Total


  • Bill & Melinda Gates Foundation
  • Immigration, Refugees & Citizenship Canada
  • Heart and Stroke Foundation of Canada
  • Freedom Mobile – Shaw Communications
  • Vineland Research and Innovation
  • The Coca-Cola Export Corporation, Atlanta – USA
  • Ontario Lottery and Gaming Corporation
  • Brand Valley Natural Delights
  • Azarro, Clarins Group
  • Estee Lauder
  • Smuckers
  • Kraft Foods
  • General Mills
  • L’Oreal Group
  • FGF Brands
  • Canada Pure
  • Keurig
  • Johnnie Walker
  • Takasago
  • Firmenich
  • SC Johnson Ltd
  • Tibet Ulker





Johannes Hartmann

Senior VP Consumer Insight, Estée Lauder

I had the pleasure to work with Batool on a consumer insight project for one of our key brands. Batool's deep appreciation for consumers and her analytical capabilities brought the project to a very exciting outcome. Batool is certainly someone who can make the difference.


Rick Robinson

Marketing & Communications Consultant

Batool offers a unique, psychodynamic perspective to qualitative research that sets her apart and ahead of other consumer research providers. Her ‘Empathy’ paradigm and 5Keys diagnostic module deliver brilliant consumer perspectives, compelling ideation sessions that empower, refine and focus... more


Hugh Hope-Stone

Independent Market Research Professional

Batool and her team have been working with me and my client, InterMedia, for over five years on a wide range of research projects. They have always provided a top quality service, even for some very challenging research briefs. As a small agency they provide a bespoke and personal approach that is very much appreciated. I will be continuing to work with Batool throughout 2009 and hopefully beyond.


Linda Martin

CMO, Co-founder of SIM Group Inc.

I have hired Batool on various projects for various companies. She is extremely passionate about the projects she works on and delivers more than what you expect. Deep analysis at the psychological level allows the business team to present the brand in a richer way-more connected to the consumer. Very professional and just a pleasure to work with. I would highly recommend Batool.


Howard Moskowitz

Speaker, Author, Poet, Scientist and Market Innovator

It is a real pleasure, indeed a rare one, to note the work of my colleague, Ms. Batool Batalvi, for her collaborations with me in those softer, insight-areas of qualitative research.

Through her ethnographies, in-depth interviews and 5Keys organizing principle in qualitative insights, Batool has inspired and guided my work... more



Our Story

Batool Batalvi started SB&B Marketing Research in 1996, at her family’s ancestral home in Model Town Lahore.

Over the years, Batool used her clinical experience to pioneer a unique psychodynamically oriented approach to research, communication and strategy. Her techniques for project ideation, conceptualization and interpretation have won international acclaim in diverse markets.

Currently, she is heading the firm with offices in Canada & Pakistan - and works with partners, around the globe.

Many of our clients who worked with us years ago still work with us today... We were however forced to leave our ancestral home and office in Model Town…Well, that’s another story.


Our Personnel Stories

Team Member

Mubashir Beg

Associate Director

Team Member

Muhammad Rashid

Senior Strategist

Team Member

Naseem Ahmed

Data Control

Team Member


Supervisor Data Control

Team Member

Imrana Ishtiaq

Research Coordinator

Team Member

Muhammad Usman

Manager Accounts/Finance

Team Member

Ahsan Iqbal

Research Associate

Team Member


Field Executive

Team Member

Zafar Mahmood

Project Manager

Team Member

Here’s me

looking at you kid!


We’re waiting to hear your story

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Till then... the only thing we know for a fact is, that...
we don't know…yet