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Q. What was your background before joining Dig Insights?

My passion resides in understanding the complex relationship between people and their surrounding environment – natural and built. This long-term fascination has led me to complete a bachelor’s degree in environmental science from the University of Waterloo, while minoring in psychology. During my last year, I developed and completed a research project exploring the link between field of study and water consumption attitudes and behaviours. And it was then and there that I fell in love with research. My passion for research has led me to complete a MSc degree from the University of British Columbia; where I focused on perception and resource management.

With the emerging markets and the role of big data, I’ve found myself becoming more and more fascinated by consumer behaviour and how decisions are made on a daily basis. As a result, I enrolled myself in the Research Analyst program at Humber and completed an internship at Dig Insights. Still fresh into the world of market research, I hope to bring a new perspective.

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

With the more prominent role of AI (artificial intelligence) coming into play, traditional barriers in conducting research have been cleared. We now can get answers faster, cheaper, and better. We are no longer stuck in exploring what happened before; the new pace of research allows us to focus on real-time and making predictions on what’s going to happen next. As a new market researcher, I am constantly amazed by how fast the industry is growing and would love to see where it’s headed!

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

Definitely a travel blogger to fulfill my undying case of wanderlust.