Q: What was your background before joining Dig Insights?
A: My academic career began in sciences where I did my Master’s in Science examining the impact genetics has on drug metabolism and side effects. It led to my professional start in the pharmaceutical industry before I went back to complete my MBA.
It was my MBA which led me to my current career as a market researcher. I conducted a student experience study to understand the key elements impacting student satisfaction with their MBA program.
I went on work at IDC, a market research consulting agency specializing in market trends in the IT and telecommunications. I wore a number of different hats there including 1) the building a survey panel of IT professionals, 2) managing in-house, syndicate and custom research projects, 3) developing market forecasting models and 4) reconciling individual market models into a centralized, multi-dimensional forecast model.
My career grew at Harris Decima (now Nielsen) and Bond Brand Loyalty as a trusted market research and insights advisor for my clients. I designed research studies and built research teams to deliver research-based insights to address client business objectives. The spectrum of research studies includes customer experience programs, customer journey mapping, conjoint studies, segmentation studies and concept studies. My experiences cover a wide array of sectors including financial services, gaming, public sector, telecom, pharma, health services and utilities.
Q: How do you think market research will change in the next 3 years?
A: The demands for faster market research data collection and reporting will continue to grow while counter-balanced with sound methodological approaches and sampling frames.
The growth of ‘big data’ analytics will continue and for market research that will mean further integration of market research attitudinal data with in-house transactional data to generate richer customer segmentation profiling for marketers to reach the nirvana of ‘One-to-one’ marketing.
Artificial intelligence will help with the analytics of market research data but there will still be a need for intelligent people to draw meaningful insights and conclusions from the data.
Q: If you were not in market research, what work would you want to do?
A: I love being able to build something with lasting appeal and purpose. After having undergone a complete top to bottom renovation on our house, I’ve developed some hands-on trade skills (dry walling, painting, cabinet installation and plumbing) that I’d love to further hone. And besides, I’ve amassed a nice collection of (power) tools I’d like to use more often.