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Q: What was your background before joining Dig Insights?

A: Since graduating from University I have been working within the Research industry – in fact before! While completing my degree in Pure Math and English at York University, I accepted a part-time position at a boutique market research firm where I gained a grounding in operations as I progressed from data entry, to coding, and then project management. It was there that my passion for research was born, as it provided the perfect blend of analytics and storytelling and, really, what better fit could I find for a degree in Math and English?
Upon graduation I joined Ipsos, a global market research company, first in an operational role as a project manager but I wanted more. From there, I moved to client service role within their Loyalty and then Media Content and Technology specialties, where I had the opportunity to work and collaborate with a fantastic team of researchers across a variety of industries.

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

A: Technology has definitely had a great impact on research in recent years I expect that research will continue to evolve along the platforms available to us.
With greater availability of mobile, we may expect to see shorter, more dynamic surveys that are served to consumers in-the-moment. While we are seeing the beginnings of this now, I expect that in the near future, we will reach a point where this is common place.
Further I expect that passively collected data will be leveraged to a greater and greater degree. As I am sure many will agree, our Smartphones are rarely more than a few feet away from us, and we rely on them heavily to help us organize our lives. As such, an absolute wealth of consumer information is available within. Currently the technology being used to mine this information is largely in its infancy, but the reality of measured behaviours coupled with stated perceptions and attitudes is within reach.

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

A: I would love to teach. Prior to my introduction to Marketing Research I had aspired to become a high school Math teacher. I honestly believe that many dislike Math simply because they didn’t have a teacher who was able to explain the material in way that resonated with them. Personally, I was very lucky in this sense, and I would love to have the opportunity to help others overcome their fear of this subject, opening them to a greater appreciation of the language of logic.