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Q. What was your background before joining Dig Insights?

I graduated from Dalhousie University with a BComm and a major in marketing. While there I completed work terms in both customer experience and research roles. Learning the theory behind what makes consumer’s tick and gaining experience working with this information, I was ready to explore further. This started me down the path towards market research. I then moved to Toronto to begin my career on the supplier side of market research, delving into the ‘ins and outs’ of opportunities for clients in various sectors including financial, CPG, retail, food and beverage among others.

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

Everyone knows that consumer data is being collected at an astonishingly increased rate. With this in mind, the role of market researchers is moving further and further beyond simply identifying the ’what’ for our clients. Identifying the ‘whys’ and clearly communicating our views of the ‘what now?’ is where the value of our work will live on.

People’s increased interactions with new technologies is also enforcing the need to innovate our traditional techniques for collecting data. I think we will see some very creative new methods of collecting actionable consumer data in the narrowing time consumers are willing to share with us. Mobile based gamification is one example I find particularly interesting.

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

My first thought is a talent recruiter for a record label. In my mind, this involves travelling the world, listening to new bands and looking to share good music with others (despite a lack of musical talent myself). I’m not sure if I could find a better professional combination than travel and music.