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Q. What was your background before joining Dig Insights?

Before joining Dig Insights and most recently, I worked in the U.S. as a Management Consultant for Elevated Insights located in Colorado. There I primarily focused on quantitative research for a Fortune 500 company within the financial sector, assisting the company in understanding their members better. Prior to that, I worked and grew up in Canada.

My interest in market research was first sparked while completing my Bachelor’s in Psychology, after which I decided to attend the Research Analyst Program offered by Georgian College in 2010. As part of my internship for that program, I worked for R.A. Malatest, a program evaluation and market research firm. After that and for over 5 years, I worked at yconic – a youth-focused company helping students through scholarship matching and paid research opportunities. At yconic, I had several roles and responsibilities which entailed leadership of numerous research initiatives (from inception to delivery), improving panel growth, and also focused on participant recruitment for some of the biggest companies in the MR industry. During my time there, I also obtained my CMRP (certified market research professional) designation in 2016 through the former MRIA (Market Research & Intelligence Association).

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

Sometimes these words seem so overused, but they are just so relevant to how the industry is evolving – I think the next 3 years will see large strides in gamification and automation within the MR world. As research collection becomes more gamified (as well as focused on the user experience), it becomes easier to collect valuable data in larger quantities, easier to find and ask questions to hard-to-reach populations, and therefore, much more cost effective. As research software and platforms also become more automated, we can see data “come to life” in much smaller timeframes improving the ability for important business decisions to be made at the drop of a hat.

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

Wow, this is a hard one as I very much enjoy examining and discovering the reasons for consumer/user behaviour (I also enjoy not having to always use American English now – ex. “behavior” vs “behaviour”). I adore the theater and am always in such awe of professional dancers and greatly admire their talent. A good beat will always get me moving and would love to do that as a vocation – you know, if I had any physical coordination or rhythm – nor would I really want to do this in a public setting…so if I had to choose, I would be an underwater photographer since I enjoy scuba diving and am gradually developing a passion for taking photos.