Q. What was your background before joining Dig Insights?
My first interaction with market research happened while I was in university, in Romania. Some friends had a small research business and needed some help with data pulling and charting. I enjoyed working on research projects, so as soon as I graduated I looked for a full-time job in the industry. Since then I pretty much worked for one company, but in different contexts (I started working at the local Synovate office, then moved to Synovate’s Toronto office, then with Ipsos prior to Synovate’s acquisition by Ipsos). So far, it has been a tremendous journey that allowed me to work with a large variety of clients, across many industries and tackle a vast array of business questions.
Q. How do you think market research will change in the next 3 years?
I believe it will change in 2 ways: 1) data collection will need to better adapt to today’s tech changes – ability to collect data on any type of device with shorter, more focused questionnaires, preferably in context; 2) science will play a bigger role in how data is being analyzed.
Q. If you were not in market research, what work would you want to do?
I would love to somehow be involved in sports. I’m a big soccer fan but do enjoy sports in general. Who knows, maybe when the World Cup comes to Canada I will somehow be involved.