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:

Marcie Connan

647-293-4207 • email

Marcie Connan - Executive VP & Market Research Consultant at Dig Insights

Q: What was your background before joining Dig Insights?

A: I’ve always been fascinated by the way people’s experiences and environment shape their perceptions and actions.

My research career began on the supplier side as I cut my teeth on project management in the B2B space and led advanced analytics for clients across a diverse set of industries: retail, financial services, pharmaceutical, and CPG, to name a few.

Before joining Dig, I led the Consumer Research team at Canadian Tire (a 500 outlet, $9-billion mass merchandiser) to break through the data clutter and drive customer-centric business strategies. This experience taught me about courage, flexibility and the power of cultivating a curious team.

I joined Dig Insights to continue developing my passion for accessible and actionable research. With its unique blend of research mavericks, brainiacs and raconteurs, I knew I had found my home.

Q: What is your approach to market research?

A: I don’t love research. I love what research can do.

My approach to research is a lesson in controlled chaos. It involves many Post-it notes. I easily toggle between quant and qual, primary and secondary research, and balance analytics with storytelling. My ultimate goal is to weave together an irresistible consumer story which serves as a springboard to growth opportunities.

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

A: There is no doubt our industry is being impacted by new technology and converging information sources. I think the biggest challenge in the next few years will be the fact organizations are drowning in data yet starving for insights. True thought partners will help make sense of it all in a meaningful way.

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

A: I need a career that allows me to use my right and left brain. If I wasn’t in research I would be an architect – the perfect combination of art and math!

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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