Q: What was your background before joining Dig Insights?
A: My first real job after university was in market research operations, programming surveys and running tables. This gave me a solid understanding of survey design.
From there, I moved to client management on the supplier side, working at a range of agencies (Environics, Maritz, ACNielsen). I also did a stint on the buyer side at Kraft, which was a great opportunity to learn how research can affect decision-making.
I am one of the founders of Dig Insights (my basement is the original global headquarters). It was always a goal to see if I could be part of a team that builds a new consultancy. It’s been challenging to figure out how we can bring something new and meaningful to a crowded industry, but that challenge is also the fun part.
Q: How do you think market research will change in the next 3 years?
A: I’m really interested in breaking research out of its box. We try to work with the sales and finance teams within organizations and like the challenge of translating our research results into market projections.
Q: If you were not in market research, what work would you want to do?
A: I had to write an essay when I was around 10 about what I would be when I grew up. I said “nuclear physicist because there is likely low unemployment in the field”. I was practical even then.
If I left research, I would love the opportunity to make physical things: carpentry or metal work or industrial design are really interesting. Too bad I’m not very handy.