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Q: What was your background before joining Dig Insights?

A: By the time I graduated from McGill University with a BA in History and English Literature, I still had no idea what I wanted to be when I grew up. I moved to Toronto and worked in retail, which is when my deep curiosity of consumer behaviour surfaced. I’ve always been naturally curious, but never stopped to consider how this trait could really be useful – then I found market research.

The first stepping stone of my career in market research was at a mid-sized boutique agency, learning the ins and outs of gathering and analyzing consumer data, and helping clients tackle complex business questions in a way that was impactful to their bottom line.

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

A: While technology will undoubtedly continue to change the reality of how research is done and applied, I believe there will be an increasing need for research consultants’ ability to analyze and share vast amounts of data in a way that is easily digestible (and actionable) in a world where consumer insights change by the second. As data become more widely available, the challenge will continue to be figuring out how to turn all that knowledge into inspired action.

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

A: If I didn’t work in research, I’d be outside most of the time – running, exploring, playing ultimate Frisbee. I’d have recess all day, every day, but I’d still be driven to ask why about something and ultimately I’d be back to doing research!