Q: What was your background before joining Dig Insights?
A: I have a varied background, having started in strategic brand management at Cara Operations before moving into financial services at CIBC, where I performed brand valuations. On the consulting side, I have worked on strategic planning initiatives for a number of Fortune 500 companies. On the research supplier side, I have worked for a number of clients on everything from: conjoint and trade-off analysis, brand valuation; communications testing; concept testing; and usage & attitude studies. Being one of the founders of Dig Insights has been one of the most challenging and rewarding experiences of my life.
Q: How do you think market research will change in the next 3 years?
A: I think that research, like many industries, is being highly impacted by new technologies. Mobile and do-it-yourself techniques (i.e. Survey Monkey, Vision Critical, Qualtrics) as well as “Social Listening” and “Big Data” are all having different impacts. Ultimately, I think the days of simple concept tests and tracking studies driving big revenues for full service firms are numbered. Research needs to be more strategic, custom and sophisticated. Results need to be in the language of business and insights need to be informed by business acumen, not just simple statistics.
Q: If you were not in market research, what work would you want to do?
A: I once seriously considered stand-up comedy. Usually those mathematically inclined aren’t viewed as social or funny. However, I think comedy requires you to look at situations in new ways and from different angles. The act of writing a good joke is similar to developing a good strategy. Good jokes make you see things in a new way and often uncover a hidden truth that you didn’t see before. Likewise, good research and good strategy requires looking at numbers in ways that aren’t always initially obvious and developing insights that uncover hidden truths.