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Q. What was your background before joining Dig Insights?

While completing my master’s degree in Economics I gained the knowledge of building models to predict turns in the economy. I loved doing it and could spend hours exploring patterns in data, but I wanted to be closer to business rather than government, and be able to turn my discoveries into strategies. Thus, I left my “numbers and models” for a while and went to manage a fitness club where I was responsible for driving the business and developing marketing initiatives. Since my passion for numbers stayed with me, I used member data to develop some of those marketing campaigns. It was then when I learnt the power of consumer insights. As my opportunities to derive insights were limited, I left this adventure and went back to school to study business. This is how I discovered the market research industry.

Then, I spent a few years at a boutique research firm where I was managing studies start to finish and helping clients to develop new products, optimize their current product portfolios, identify target markets, understand market landscape and competitive environment, measure the effectiveness of advertising campaigns, and much more.

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

As data become more accessible and accurate, we will see many technology advancements because more computational power to process this data is needed. As a result, there will be more applications of Artificial Intelligence. Market research is not an exception. I think we are moving towards an interesting blend where traditional research can benefit from machine learning and provide richer and more reliable consumer insights.

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

I would be an interior designer because it requires abstract thinking and creativity. It’s fascinating how some people can work with various layouts, shapes, and materials to create beautiful designs all in their mind and see the full picture before anyone else. I would likely work with work spaces and offices because I like when things are practical, convenient, and organized.