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.

Have complex questions? Need clear answers?

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 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.

Have complex questions? Need clear answers?

What We’re Thinking About

We invest in our business and in our industry. Here are some of the things we are thinking about and working on.

Big Data Tools

We believe the marriage of big data and market research leads to deeper insights and action-oriented prescriptive analytics. This means getting a business’ behavioural, transactional, and social data out of their silos and combining it with customized primary research. To facilitate this integration, our data scientists have developed a suite of custom APIs and platforms like Dig Sandbox.

Machine Learning and AI

Integrating the latest in technology is one of Dig’s core values so our data scientists consistently use the latest machine learning and AI to refresh old methodologies and generate new ones.


Upsiide is a mobile app that engages the next generation in market research. It uses a swipe-left, swipe-right interface to assess ideas. The respondent task is simple, but it allows for sophisticated analytics.


We have used TURF (Total Unduplicated Reach and Frequency) to help companies make a variety of optimizations (menu, product line-up, coupon) since 2010. We now have an online tool that uses custom algorithms which allows for advanced analyses to be done quickly on a simple, self-serve interface.

Data Visualization

We created tools to make data, particularly big data, easy to interpret. Network and correspondence maps can be created by our analysts, or by our clients, in a matter of minutes.

Multicultural and Newcomer

We are a multicultural company in a multicultural city. To further understand our world, we created the syndicated Newcomer Financial Monitor Report that helps Canadian financial institutions understand and assist newcomers.


We are delving into how perceptions on recreational marijuana are leading to legal and behavioural changes, and how legalization will cascade into adjacent industries: alcohol; quick serve restaurants, and consumer packaged goods. The Cannabis Culture Report helps us, and our clients, predict and prepare for this change.

To find out more about what Dig is thinking about and creating, please visit our blog.

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

Have complex questions? Need clear answers?

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 always looking for talented individuals to join our team, especially in the following positions:

  • Research Analyst
  • Research Manager
  • Senior Research Manager
  • Evaluation Analyst
  • Data Scientist (python/R)
  • Web Developer (node/react)

Please send a copy of your resume to for consideration.

Please note that only applicants who are selected for an interview will be contacted.

Dig Insights welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in the selection process.

Dig Insights is an Equal Opportunity Employer and all qualified applicants will receive consideration.

Corrie Rabey


Corrie Rabey - VP & Market Research Consultant at Dig Insights

Q: What was your background before joining Dig Insights?

A: Since graduating from University I have been working within the Research industry – in fact before! While completing my degree in Pure Math and English at York University, I accepted a part-time position at a boutique market research firm where I gained a grounding in operations as I progressed from data entry, to coding, and then project management. It was there that my passion for research was born, as it provided the perfect blend of analytics and storytelling and, really, what better fit could I find for a degree in Math and English?
Upon graduation I joined Ipsos, a global market research company, first in an operational role as a project manager but I wanted more. From there, I moved to client service role within their Loyalty and then Media Content and Technology specialties, where I had the opportunity to work and collaborate with a fantastic team of researchers across a variety of industries.

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

A: Technology has definitely had a great impact on research in recent years I expect that research will continue to evolve along the platforms available to us.
With greater availability of mobile, we may expect to see shorter, more dynamic surveys that are served to consumers in-the-moment. While we are seeing the beginnings of this now, I expect that in the near future, we will reach a point where this is common place.
Further I expect that passively collected data will be leveraged to a greater and greater degree. As I am sure many will agree, our Smartphones are rarely more than a few feet away from us, and we rely on them heavily to help us organize our lives. As such, an absolute wealth of consumer information is available within. Currently the technology being used to mine this information is largely in its infancy, but the reality of measured behaviours coupled with stated perceptions and attitudes is within reach.

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

A: I would love to teach. Prior to my introduction to Marketing Research I had aspired to become a high school Math teacher. I honestly believe that many dislike Math simply because they didn’t have a teacher who was able to explain the material in way that resonated with them. Personally, I was very lucky in this sense, and I would love to have the opportunity to help others overcome their fear of this subject, opening them to a greater appreciation of the language of logic.

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

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