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Q: What was your background before joining Dig Insights?

I’ve always been interested in research, so prior to joining Dig I completed a Master’s degree in sociology at the University of Toronto. While I enjoyed learning about the research process, I soon came to the conclusion that a career in academia wasn’t the right path for me. I wanted a career that would satisfy my research interests, but also allow me to work in a business setting. This led me to the market research field, and ultimately Dig.

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

I think the biggest change the market research field will see in the next 3 years is the growth of new data collection techniques. Surveys and focus groups are undoubtedly useful, but new research technologies are opening paths of inquiry that researchers could once only dream of. It’s an exciting time to be a researcher and see new possibilities develop right before your eyes.

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

If I wasn’t in market research, I’d likely be working in the music industry as a recording engineer or session musician. When I retire, I can see myself running a B&B somewhere rural. Despite growing up in Toronto, I’ve always loved the peace and quiet of the country.