Q. What was your background before joining Dig Insights?
My research experience to date has seen me on both sides of the research table.
I started my career by spending roughly 10 years on the supplier side of research, working for numerous clients largely in CPG and retail environments. My focus was on shopper, brand, product, and advertising testing through various quantitative and qualitative methods.
I then spent 2 years working on the client side of research at a Canadian food manufacturer, supporting the growth of the organization’s consumer knowledge base. During that time I was fortunate to lead a complete multi-phase research project for a new sub-brand launch in Canada, which was a fantastic experience. I love hearing consumer opinion and this had me right in the thick of it.
Ultimately though, my passion for research is hands-on. I’ve returned to the supplier side for more opportunities to dig into data, uncover insights, and explore new ways to communicate those insights for business success.
Q. How do you think market research will change in the next 3 years?
You hear it everywhere, from everyone, but the answer has to be technology. Although priorities and supporting budgets may change, companies always need insights. But the way we collect, mine, and communicate those insights gets affected by new technologies every day. Market research is one way to tap into those insights, so as an industry we need to keep pushing the boundaries of how technology can enable us to do our jobs better. What if we did away with PowerPoint reports and only presented 20 minute movies or videos that told the story of who the consumer is, how they behave, and what their needs are? Wouldn’t that be fresh!
Q. If you were not in market research, what work would you want to do?
I would love to work on a game show! Ever since I was young, I’ve absolutely loved board games, puzzles, trivia, and game shows. The thrill of the competition, the speedy hands to the buzzer, the quick wit; it’s all so exciting. And it’s not a far stretch from what I’m doing now — Family Feud is basically market research gamified… right?!