Q: What was your background before joining Dig Insights?
A: I started my career with Environics Research Group’s Advanced Analytics division. It was a great opportunity for me, because I love to analyze data. I got to learn all kinds of fundamental research statistics like factor analysis, mapping, regression, linear discriminant analysis, and other nerd buzz words. While in analytics at Environics, I was in my comfort zone.
Next, I had a great opportunity to take a leadership position in online operations at Research House. It was while at Research House that I was able to see a broader spectrum of market research methods. I led internal and external clients on executing hundreds of projects, and along the way I achieved my CMRP via the old fashioned, test-writing method. But the best part was that I was able to kick my analytical capabilities into high gear with foundational training in conjoint methods, making me the perfect fit to join Dig Insights. And the rest is history.
Q: How do you think market research will change in the next 3 years?
A: In the next 3 years, I think market research will continue to take steps in terms of its capabilities and methods of execution. Increasingly, mobile applications can provide us with methods we have previously only been able to dabble in, such as immediate shopper feedback. Think of an app that is able to track what was bought and where, and cross-reference that with what else was available, at what price each competitor was at.
Q: If you were not in market research, what work would you want to do?
A: I would want to spend some solid time building a model to predict the stock market. This is only half a joke…