Q: What was your background before joining Dig Insights?
A: After university, my first job was in experiential marketing. I was a consumer of research at that time but found myself getting more and more interested in how the sausage was made. Also, believe it or not, I started to miss statistics class! I decided I must be a special breed of nerd and wanted to surround myself with like minds. This led me to postgraduate work in research analysis and the rest is history.
Q: How do you think market research will change in the next 3 years?
A: Everyone is now multi-screen and platform agnostic, so we’ll continue to embrace mobile. This has created an interesting space for interaction with consumers but it also brings the challenge of adapting our traditional research techniques and creating new ones.
Also, big data (cue eye roll). But hear me out- it will come from many sources and the “Internet of Things” will play a much larger role in coming years. In-store trackers, smart watches, smart home products, and even cars are all passively collecting behavioral information. This marks a shift from asking people questions about their behavior to already having the answers in real time. I think secondary data from these sources will merge with, or even replace, a lot of today’s primary collection. It’s an exciting time for research.
Q: If you were not in market research, what work would you want to do?
Music has always been a passion of mine so definitely something in that area (i.e., probably tending bar).