Q: What was your background before joining Dig Insights?
A: I have worked in market research since I left university. That was so long ago that the company I joined was considered cutting edge because we did something called “computer assisted telephone interviewing”. I have always done international work. I worked in London in my native UK on pan-European research before moving to Asia when I was in my twenties. I spent ten years there, managing the Taiwan office of what became Ipsos and working on market research projects across the Asia Pacific region before moving to Canada. In Canada I worked for Environics focusing largely on multicultural research and my last role was at Deloitte’s Strategic Analytics and Modelling group working on the integration of market research and analytics.
Q: How do you think market research will change in the next 3 years?
A: We are at the tip of the iceberg of potential for integrating the traditional active “primary research” that measures attitudes (e.g. surveys) and the analysis of the large passively collected behavioural data (e.g. customer data). The integration of these processes will fundamentally change what “market research” is. The next three years will see an evolution of this in terms of integration of attitudinal and behavioural data sets and more agile research methods that can supplement data analytics.
Q: If you were not in market research, what work would you want to do?
A: I enjoy writing. And I’m interested in politics, society and culture. If I could make a living writing about those topics I would! I would love to be a political speechwriter but I am sure that working with politicians would drive me nuts.