Q. What was your background before joining Dig Insights?
After graduating from the University of Guelph Humber, I wanted to be in marketing, but was not sure in what capacity. So, I began to work in merchandising for a large food merchandiser. Through my merchandising experience I quickly realized that consumer behavior is where my interest in marketing lay. I headed to the research analyst program at Georgian College and was glad I did.
From there, I began working for the research supplier side at Ipsos, which was a fantastic experience. I had the opportunity to work for a wide variety of clients and cut my teeth on a wealth of methodologies. This included large scale brand tracking, numerous innovations studies, and many custom market understanding and U&A studies.
Q. How do you think market research will change in the next 3 years?
Market research will need to evolve to match the fast pace of the digital world. Needless to say, if the world is online through their mobile phones, then that is where research needs to be. But furthermore, becoming mobile friendly has forced researchers to think more creative in the way that questions are asked. In the next three years, I would expect market research to go beyond the surface level of scaled responses, through the innovative use of technology, and unique methodologies that enhance traditional online surveying.
Q. If you were not in market research, what work would you want to do?
O boy, the options…
But in all likelihood, probably a teacher, or a counsellor.