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Q. What was your background before joining Dig Insights?

I have 10 years of quantitative market research experience spanning across industry verticals like FMCG, automobiles, telecommunications and durables. Prior to joining Dig Insights, I was working with Kantar TNS and Nielsen (in various positions across Dubai and India). Before becoming a market researcher, I completed my masters in Business Economics from University of Delhi.

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

Decision making is increasingly becoming complex with consumers being spoilt for choice. Further the external environment influencing choice is becoming more dynamic. Hence the future of research lies in more agile technology driven solutions that talk to System 1 of the brain, replicate the real market scenario and are forward thinking rather than capturing rationalized answers for past behavior.

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

I have a passion for food and enjoy cooking. If not a market researcher, I would have been somewhere creating new recipes and experimenting with different cuisines.