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Q: What was your background before joining Dig Insights?

A: I completed my Bachelor of Business Administration at Schulich School of Business, York University. It was a bit of a journey for me to discover the decision-making process of marketing strategy. Through courses and case practises at school, I realized the importance of consumer insights in marketing strategy. I was also able to utilize my passion for understanding people in market research. It’s a multifunctional and powerful weapon in the dynamic and fast-changing business world.

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

A: As “big data” gets brought up more often, market research will be one of the fast-growing industries. In 3 years, in terms of technology advancements, mobile and virtual reality would be more and more involved in data collection and analysis. Collecting real-time data will be a trend.

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

A: Maybe a high school counsellor? I hold counselling sessions with high school students to help identify their passion and pursue it.