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Q. What was your background before joining Dig Insights?

I graduated with a degree in business management and have since been working in the tech and e-commerce industry from the lens of a marketing professional. I’ve helped companies implement digital and offline marketing strategies to build awareness, generate leads, drive sales, but most importantly, establish relationships, whether that’s with strategic brand partners, or customers. I’ve mostly been involved with startups, where I was made to wear multiple hats, gaining experience in the different aspects of marketing — from strategy development, branding, digital to PR.

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

The future of marketing research, as with the future of everything else these days, lies in new and emerging technologies. More and more automated platforms are being launched, and optimized, collecting more results, producing more accurate data reports, and deeper insights on consumer patterns and behaviour. In the next 3 years, as machine learning and AI become more and more seamlessly integrated into our daily lives, especially with the rise in adaptation of smart technology, and digital trackers, market researchers would have to worry less about the ‘how’, or even the ‘what’, and more about the ‘what now’. Consumer sentiments and behaviour continue to change a lot quicker because of the wealth of information and options they have access to at any given time, and as a response, researchers and companies alike would have to adapt a more agile way of thinking, and be able to learn and integrate new tools, critically analyze, provide insights, and make decisions at faster speeds.

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

I grew up being an avid watcher of Anthony Bourdain’s No Reservations, being just as enamoured by his gastronomic adventures as I was by his travels — all the people he got to meet, and the stories he was able to tell. If I wasn’t in this particular industry, I would probably be either a chef or a writer, or both, trying to figure out a way I can get paid to travel the world, and explore different cuisines just so I can write about them.