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Q. What was your background before joining Dig Insights?

While completing my undergraduate degree in Communication Studies and Human Rights at Carleton University, I began to develop a passion for quantitative research methods and data analysis. Following graduation, I made the move to Toronto and began to pursue a career in market research. Prior to joining Dig, I spent just under two years at Explorer Research as a Senior Analyst for the company’s Canadian business. This experience allowed me to develop a strong foundation in market research including, shopper behaviour research, innovation and new product development, package design, planogram evaluation, as well as online and in-lab CLT research.

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

There is an overwhelming push within the research industry to incorporate more advanced behavioural science technologies into market research. These technologies allow researchers to gain stronger insights and make more informed recommendations based on not only what the consumer consciously says they do, but also based on their observed behaviour at a subconscious level.

I think market research will continue to shift away from traditional research practices over the next 3 years to make way for more innovative and immersive ways to understand human behaviour, such as the introduction of virtual reality and AI into market research.

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

I love to cook for people and I like the challenge of creating a new dish by combining different flavours and recipes. I also really enjoy travelling, so if I wasn’t working in market research, I think I would love to move to Europe and open a small restaurant!