Complex questions. Clear answers.

Great market research considers all sides of a business decision. It leads to tough choices and doesn’t dance around recommendations. Above all, it provides context and clarity.

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Why You Should Work With Us

Businesses need clear direction. But the world is complex. Market research that ignores that complexity is often simplistic, superficial or wrong. We don’t cut through complexity. We deal with it. We factor it into our research. We filter and refine it.

Ultimately, we deliver clear answers

Answers that resolve the divide between complexity and clarity. Answers that are correct. If this is interesting to you, read some stories of how and for whom Dig has worked. Or, see who’s behind Dig.

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How Dig’s Different

Dig brings market research into the real world. This requires us to integrate complexity – business questions, competitive contexts in which consumers make choices, and methodological decisions. We can do this because our senior consultants collaborate internally and with clients on every project to develop custom-designed solutions that address the business’ needs. Our methods are more labour intensive, but they deliver superior results.

The way we work

We eagerly look outside of market research, and then integrate the opportunities we discover into advanced methodologies and ways of delivering data. We don’t ask people why they think or behave a certain way; we derive it. We don’t ask people what they will do; we create simulated decision environments and allow them to act. Wherever possible, the numbers we present are those that matter to the business: volume, revenue and profit.

The way we don’t work

A lot of market research lives in a parallel universe, where people know why they do what they do, where their choices are logical, where they can predict their own behaviour. It’s a place where methodologies developed years ago, that no longer reflect current thinking, are permitted to survive. This universe has its own language. A language of top two box scores and performance vs. normative databases that are filled with failed ideas. This language is divorced from the language of business.

Market research shouldn’t be a barrier to change

This other universe exists because it benefits many market research vendors. It allows for simplistic, scalable methodologies that can be managed by junior staff. But this universe does not benefit market research users. Those who enter it find that research often becomes an obstacle to change. We Dig people have all seen this universe, clocked its failings, and created a better one of our own.

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What Dig Delivers

We help our clients understand the market. We translate that understanding into action. We build a business case for change. And we speak in the language of business.

Case studies

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Join the Team

We have experienced strong growth since our launch in 2010. This creates opportunities for learning and career advancement. The roles we have listed here are our perspective on what we need. But we try to be open-minded. If you think you would be a great addition to the Dig team and have a different vision of what role you can play, please contact us.

We are focused on building a better market research agency. What does “better” mean? The most important thing to understand is that we have tools, approaches and a perspective on how research should be done, but we do not sell ‘canned’ methodologies. So if you want to manage an established process, Dig is not the place for you. People who succeed at Dig Insights either have a fantastic technical understanding of market research or are willing to build this understanding. Ideal team members are smart, creative and fun. They use quantitative research to work through complex questions and deliver clear answers. They question established research practices and are passionate about helping our clients to move their businesses forward. They are comfortable working in a fast moving, flat organization.

Are you ready for something better?

We are looking for people to fill these roles:

Cheryl Hung

647-244-7606 • email

Cheryl Hung - Market Research Consultant at Dig Insights

Q: What was your background before joining Dig Insights?

A: I discovered market research when I was completing my diploma program in Creative Advertising at Seneca. I was the only one in my graduating class who found market research interesting! While my classmates focused on becoming art directors or media planners, I found my comfort zone in blending critical thinking with a little bit of creativity, which is perfect for market research.

I spent five years in a boutique research company learning all types of methodologies and another five years in a global firm which has allowed me to expand my experience in different sectors while working on larger scale multi-country studies.

Q: What is your approach to market research?

A: I tend to be a big-picture thinker when it comes to market research. I love the opportunities and possibilities that we can present as business solutions from looking at data at the macro-level. Ironically, even though I gravitated towards quantitative market research, I find weaving a compelling story (with numbers as support!) as the most enjoyable part of my job.

Q: How do you think market research will change in the next 3 years?

A: Our world moves so fast nowadays it is hard to predict what the industry will look like in the future! There’s definitely a need for the industry as a whole to become more flexible and adaptable to the business world’s changing needs. With so many sources of data, platforms and technologies to utilize, our job as researchers will truly be a blend of creative and critical thinking that will enable us to do our best work.

Q: If you were not in market research, what work would you want to do?

A: I would move to a beach, teach yoga and open up a smoothie stand or something similar. When not enough people are taking my classes or buying my smoothies, I’ll probably end up running a turf analysis (surf n’ turf?) to find out what the optimal flavour or class mix is and end up back in research. At least I’ll be on a beach!

Dig Insights

If you have complex questions and need clear answers, please don't hesitate to contact us. Dig would be thrilled to set you on the path to clarity.

Contact Info

Dig Insights Inc.
372 Bay Street, 16th Floor
Toronto, Ontario M5H 2W9
Ph: +1 866-496-4344
info@diginsights.com

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