Q: What was your background before joining Dig Insights?
A: I’ve always been fascinated by the way people’s experiences and environment shape their perceptions and actions.
My research career began on the supplier side as I cut my teeth on project management in the B2B space and led advanced analytics for clients across a diverse set of industries: retail, financial services, pharmaceutical, and CPG, to name a few.
Before joining Dig, I led the Consumer Research team at Canadian Tire (a 500 outlet, $9-billion mass merchandiser) to break through the data clutter and drive customer-centric business strategies. This experience taught me about courage, flexibility and the power of cultivating a curious team.
I joined Dig Insights to continue developing my passion for accessible and actionable research. With its unique blend of research mavericks, brainiacs and raconteurs, I knew I had found my home.
Q: How do you think market research will change in the next 3 years?
A: There is no doubt our industry is being impacted by new technology and converging information sources. I think the biggest challenge in the next few years will be the fact organizations are drowning in data yet starving for insights. True thought partners will help make sense of it all in a meaningful way.
Q: If you were not in market research, what work would you want to do?
A: I need a career that allows me to use my right and left brain. If I wasn’t in research I would be an architect – the perfect combination of art and math!