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Q. What was your background before joining Dig Insights?

Pretty diverse – after graduate school I worked in experiential marketing before pivoting into non-profit fundraising and then government. No matter where I’ve been working, the part of the job that has always excited me most has been using evidence to inform decision making.

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

Contrary to popular belief, I think the future of market research is human-centered. While AI and big data are certainly making advances in terms of the volume and complexity of data available, I think we will see a renewed interest in the context of research and striking the right balance between speed, objectivity and computation with planning, creativity and wisdom.

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

I would teach English Literature. Black Mountain poetry, anyone?