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Q: What was your background before joining Dig Insights?

A: Before joining Dig, my background was primarily in the entrepreneurial space where I helped startup companies understand their market and their target customer as part of the business planning process. It was during this role that I realized that every company, whether big or small, has a customer and in order to get it right with their customer they need to know not only understand who they are but how they think and make decisions. It was then that I decided to pursue my Masters of Science in Marketing and Consumer Studies to gain the theoretical and practical skills in consumer behavior in order to be better equipped to help companies. After my schooling, I worked for Dig for 3 years as a Research Analyst and a Research Manager working with clients to help them understand the impact of adding, removing and modifying products in their portfolios and projecting out what this means for their business.

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

A: I definitely think consumer connectedness will have an impact on research over the next few years. We have already seen this with the rise of mobile research, but I feel that this is only the beginning. With so many ways in which consumers can share their feelings and experiences about a product or service online, there might be an opportunity to further leverage this feedback from a research perspective.

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

A: Research is most definitely a passion of mine, however if I was not in research I would want to be working with a startup company. There is something to be said for the challenge and energy required to get a new business off the ground. I find that creating something from nothing is very exciting!