Q. What was your background before joining Dig Insights?
After university, I returned to my home country and began my career in management consulting at KPMG Brazil, working as Junior Consultant in implementations and strategy projects in Brazil. I returned to Canada and spent the next three years with Nielsen and Red Bull, where I gained extensive experience in doing analyses and providing recommendations for large companies in the CPG industry, particularly around pricing, promotion and assortment.
Q. How do you think market research will change in the next 3 years?
As the quantity of data out there continues to grow exponentially, some of the biggest challenges will be making sense of granular data like social media micro interactions and understand how that data influences purchase and behavior. I think another area of importance today is the growing concern consumers have around data privacy. Companies need to make sure they are collecting and analyzing data in competitively while abiding by a commitment to be transparent and ethical in their efforts.
Q. If you were not in market research, what work would you want to do?
I would most likely be working in an artistic field. I play several instruments and am an aspiring music producer and songwriter.