Q: What was your background before joining Dig Insights?
A: It was during my undergrad at McMaster University that I realized market research was a career I wanted to pursue. Eager to immerse myself in the industry, I headed to Georgian College to complete the Research Analyst Postgraduate Program. Before joining Dig, I spent just over a year at Bond Brand Loyalty (formerly Maritz), where I quickly learned the foundations of the industry and worked on several different types of studies, including tracking, syndicated, and conjoint studies.
Q: How do you think market research will change in the next 3 years?
A: There is an overwhelming amount of innovation breaking into the research industry. New research technologies are emerging quickly and are able to simplify some of the research processes. Will this replace our jobs? I don’t think so. Rather, I think the use of new technologies will do a service to the industry by saving time and thus, allowing researchers to extract deeper insights from the data. Market research professionals are always looking for ways to better serve their clients, and I think these technologies will help us to keep up with clients’ heightening expectations.
Q: If you were not in market research, what work would you want to do?
A: If I were not in market research, I would want to be a travel journalist who does reviews of accommodations, facilities, and food/drink…mostly because this involves being treated like royalty and traveling the world at the same time!