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Q: What was your background before joining Dig Insights?

My interests have always been diverse and multidisciplinary. After studying biology and psychology as an undergraduate at Swarthmore College (Pennsylvania, US), I started my career as a research coordinator for a health policy research group investigating cancer drug side effects at Northwestern University in Chicago. After 3 years, I decided to change directions and pursue my PhD in psychology at McMaster University where I studied how leaders’ vocal and facial characteristics influence voting decisions. After graduation, I began my market research career at a boutique agency in Toronto for 2 years before joining Dig.

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

The industry will move toward a better understanding of how passively collected data can be integrated with more traditional market research methodologies. We’ll start to answer the question of how self-reported attitudinal metrics can be layered with the behavioural data we generate as a byproduct of our everyday technology use to generate even more powerful insights.

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

Being a professional basketball player would be the most enjoyable for me. I played basketball competitively for most of my life and so far, nothing else has lived up to its physical and emotional intensity. Unfortunately, I’m a few inches short of ever reaching this goal!