Bringing two solitudes to research projects
‘Two Solitudes’ (a term borrowed from Canadian author Hugh MacLennan’s 1945 award-winning novel) refers to the distinct mindsets, cultures and ways of life that belong to French-Canada and English-Canada. Since 1972, Sylvestre has been exploring and popularizing the cultural nuances that exist between Quebec and the rest of Canada to inspire winning actions in the respective markets.
We bring our bilingualism to each and every project, but more importantly we’re bicultural (multi-cultural, actually!). Decoding how residents in each market behave, speak and think is essential. Layering in cultural context allows us to honour regional differences and bring our clients optimized strategies.
Outside of research projects, we also share this expertise in the form of workshops and presentations. Two Solitudes Workshops are a valuable learning module for employees of any business working in the Canadian marketplace.