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Q. What was your background before joining Dig Insights?

I began my research career as a labour economist, then moved to the UK to complete a doctorate in political economy at the University of Oxford. I’ve worked in a wide variety of sectors, including for non-profits, government departments, university divisions and a research council

While attending a policy conference in London, I asked a highly respected policy researcher if she knew of any firms in Canada that specialize in choice modelling and market simulation, and she informed me that Dig was doing outstanding work in these areas. After returning to Toronto, I decided to join Dig, where I’ve been fortunate to work on interesting projects that keep me thinking.

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

I think that expectations of accuracy and turnaround time will continue to rise. To meet these demands, we’ll develop new ways to cross-validate results and leverage efficient technologies for agile deployment. We’ll also continue moving towards a multidimensional view of consumer behaviour by combining methods that measure all points on the continuum from emotional to rational.

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

I’m passionate about good design and spend my free time building everything from bathrooms and kitchens to fences and retaining walls. Knowing how a well-executed design can improve people’s lives, I can’t imagine a better alternative career than construction.