Skip to main content

Q: What was your background before joining Dig Insights?

A: In high school I took one business class – and that was the first day I actually appreciated school. I went on to do my business degree at The Schulich School of Business, and a masters at the EDHEC Business School in France.

I took my passion for innovation and strategy with me to my first ‘real’ job which was to assist in developing new market research methodologies. This gave me a solid understanding of market research and a desire to drive innovation within the industry.

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

A: It will be more important than ever – if done right.

We are already seeing consumer insights roles within organizations becoming more strategically focused, and some research suppliers providing more strategic implications to the overall business.

As technologies change and the methods for collecting information become more advanced, we will still need to understand the reasons we make decisions, and not just collect the data on the decisions we’ve made

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

A: I would be in the film industry. The whole industry I find fascinating. It’s one that waits for technology to advance to the point where they can make great movies.

So what in the film industry would I do? I have no idea. I mean – really I would be anything: lighting crew; camera assistant, location manager… director, producer, action hero.