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.
Scroll for more clarity.
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.
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?
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.
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.
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.
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. Have complex questions? Need clear answers?
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.
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.
We are looking for people to fill these roles:
A: I started my career with Environics Research Group’s Advanced Analytics division. It was a great opportunity for me, because I love to analyze data. I got to learn all kinds of fundamental research statistics like factor analysis, mapping, regression, linear discriminant analysis, and other nerd buzz words. While in analytics at Environics, I was in my comfort zone.
Next, I had a great opportunity to take a leadership position in online operations at Research House. It was while at Research House that I was able to see a broader spectrum of market research methods. I led internal and external clients on executing hundreds of projects, and along the way I achieved my CMRP via the old fashioned, test-writing method. But the best part was that I was able to kick my analytical capabilities into high gear with foundational training in conjoint methods, making me the perfect fit to join Dig Insights. And the rest is history.
A: Is it bad if I said conjoint fits all? OK, not exactly. However, I do believe that everything is decided in context, which is why I love trade-off methodologies so much (e.g., conjoint, MaxDiff). The closer we can get to replicating how the consumer’s decision is actually made, the more accurately our research will predict future consumer decisions.
In contrast to my background in analytics, where everything is statistically based, I try to make sure our research has a clear, concise story that can be summarized on a handful of slides. But to support doing that, I love to pull out all analytical tools I have learned over the years to support the story. With so many visual learners out there, I am keen to draw on various mapping methods to bring data to life visually.
A: In the next 3 years, I think market research will continue to take steps in terms of its capabilities and methods of execution. Increasingly, mobile applications can provide us with methods we have previously only been able to dabble in, such as immediate shopper feedback. Think of an app that is able to track what was bought and where, and cross-reference that with what else was available, at what price each competitor was at.
A: I would want to spend some solid time building a model to predict the stock market. This is only half a joke…