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Q: What was your background before joining Dig Insights?

A: I discovered market research when I was completing my diploma program in Creative Advertising at Seneca. I was the only one in my graduating class who found market research interesting! While my classmates focused on becoming art directors or media planners, I found my comfort zone in blending critical thinking with a little bit of creativity, which is perfect for market research.

I spent five years in a boutique research company learning all types of methodologies and another five years in a global firm which has allowed me to expand my experience in different sectors while working on larger scale multi-country studies.

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

A: Our world moves so fast nowadays it is hard to predict what the industry will look like in the future! There’s definitely a need for the industry as a whole to become more flexible and adaptable to the business world’s changing needs. With so many sources of data, platforms and technologies to utilize, our job as researchers will truly be a blend of creative and critical thinking that will enable us to do our best work.

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

A: I would move to a beach, teach yoga and open up a smoothie stand or something similar. When not enough people are taking my classes or buying my smoothies, I’ll probably end up running a turf analysis (surf n’ turf?) to find out what the optimal flavour or class mix is and end up back in research. At least I’ll be on a beach!