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Q. What was your background before joining Dig Insights?

I’ve always had a love numbers and facts and an interest in understanding the context of situations. This made pursuing a career in market research a natural fit me. However, it took me a few stops along the way to find my way to market research and Dig. After graduating with a degree in geography I traveled, worked in the not-for-profit sector and finally went back to school and enrolled in the Marketing Analytics & Research program at Centennial College. From there I spent 4 years at another market research supplier concentrating on clients in the financial services, telecom and technology sector.

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

I think over the next three years market research will continue to seek a balance between the emphasis on big data and on personal experiences. This combined with technologies and techniques that look at both attitudinal and actual behaviour will allow researchers to get an even better sense of a customer’s journey and their needs and wants along the way. Ultimately this will allow researcher to provide more insightful and specific advice to our clients.

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

I’m a huge soccer fan, so if I wasn’t working in market research, I’d be trying to make money writing or podcasting about TFC and the EPL. That, or I’d be pursuing my childhood ambition of being the question writer on Jeopardy.