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Q: What was your background before joining Dig Insights?

A:  A geographer by trade, I spent most of my university career making maps for research and internships focused on infrastructure, for glacial landscapes, and social perceptions of crime. During an internship, a supervisor shared with me his passion for demography. Eventually, I was intrigued by market research as a way to study social trends. At Dig, I enjoy digging into the data, and when the opportunity arises, to make more maps.

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

A: I think mobile will continue to be a game changer. It offers flexible ways to reach and interact with individuals – over time, by location, and by new inputs (video and images) – as well as harnesses behavioural information which was not wildly achievable with traditional research approaches. As new technologies emerge, I look forward to being part of Dig because of the team’s can-do attitude to embrace these opportunities with creativity and critical thought.

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

A: Working for Canadian Space Agency or NASA would be (dare I say it) out of this world, but I could also settle into a role as a recurring extra on a sci-fi television show. Of course, given my limited understanding of orbital mechanics and poor acting skills, I don’t think I will be planning a career change anytime soon.