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Q. What was your background before joining Dig Insights?

I worked for over a decade in the FMCG industry. After completing a BBA from HEC Montreal and a Master’s degree in Economics from Queen’s University, I started at Labatt where I held roles in sales and marketing analytics. From there, I moved to Nielsen where I provided analytics to retailers and manufacturers leveraging mainly POS and panel data. For the past few years, I worked in the BASES team at Nielsen providing consumer research, such as idea screening and concept testing, to support the new product development process.

I have always enjoyed teaching and learning. While in Montreal, I had the opportunity to teach Microeconomics at HEC Montreal for a few semesters. More recently, at the time I joined Dig, I was completing a certificate in Data Analytics, Big Data, and Predictive Analytics at Ryerson University.

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

I think that market research will continue to be more connected and integrated with other data assets (big or small). With the recent surge of data science, we have more advanced analytics tools at our disposal. What I think will be truly transformative is the integration of traditional market research data into data science models which will enable even more robust and strategic insights.

This is part of why I joined Dig, as Dig is combining data science and market research.

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

So many answers come to mind: urban planner, grocery store owner, politician,… but I think the one that would be the most fun is being an urban farmer! I see so many spaces in the city that could be converted to produce locally grown nutritious vegetables. I have a garden on my downtown balcony and I designed my own composting system.