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Q. What was your background before joining Dig Insights?

I developed a passion for primary research during my final Psychology Undergraduate year at York University as I was completing my thesis. I then went on to pursue a Post-Graduate Research Analyst Program at Humber. Shortly after, I dived right into client-side market research with Loblaw Companies Ltd., initially working with the Shoppers Drug Mart division and later expanding my portfolio working with different areas of the business across the enterprise.

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

Two things. One, I think gamification will be huge. Current tried and true research methods will continue to be the basis for conducting research. But I think there will be greater emphasis and in turn new platforms, to understand the customer as they behave in the moment and more importantly engaging with them in ways that they prefer to be provide us with their feedback. Two, storytelling will be that much more important. The trend towards big data has been amongst us for quite some time now and businesses are pushing for research all that much more. With so many innovative new methods and platforms arising over the past few years, we need to take a step back and ensure that the data tells a story and that findings are actionable.

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

I’ve always had two other passions, cars & interior decorating. So I’d either be a racecar driver, or start my own interior decorating business.