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Q: What was your background before joining Dig Insights?

A: While completing my Bachelor of Commerce at the University of Toronto, I was drawn to the study of marketing and statistics. This led me to market research, where I started working at a digital agency to hone my skill-set.

Over a number of years, I’ve had the opportunity to analyze data, write reports, moderate online focus groups, and design online tools for data collection in a variety of industries.

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

A: Given the amount of digital information available, the opportunities to combine and cross-pollinate across data sources are abundant. The challenge for analysts is to understand what information is available and choose the right set to tell a cohesive story, while ensuring they are not asking questions they already have answers for.

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

A: NHL player. If my access to money knew no bounds, I would hire a crack team of scientists to make me Sidney Crosby. Barring that unlikely change in circumstance, I’ll keep drafting him and (sometimes) winning at Fantasy Hockey.