Q: What was your background before joining Dig Insights?
A: I first found my passion for research while living in our nation’s capital during my university years. Much of the research I was exposed to was conducted for or by the federal government to measure public opinion or for program evaluation. It really wasn’t until I moved closer to Toronto that I saw how powerful and innovative research can be when talking to “consumers”, rather than citizens. I have worked with a variety of clients from CPG, financial, telecommunications, retail and food services to turn their business problems into research objectives that yield actionable results.
Q: How do you think market research will change in the next 3 years?
A: To speculate about how research will change in three years, I thought to look back to see how far we’ve come. In 2011, I joined Dig and saw the new direction of market research. Since that time, I’ve seen how prescriptive research can be. By using innovative and custom research techniques and combining primary and secondary data, we are able to build tools that allow our clients to get hands-on with the data and use it in an easy and interactive way.
Q: If you were not in market research, what work would you want to do?
A: When I’m not at work, I enjoy cooking, gardening and learning how to build/fix things around the house.
As long as there is some sort of measuring and specified methodology in place, I’m happy.
It would be a toss-up between being a chef, a farmer or a tradesman (carpentry or general contractor).