Q: What was your background before joining Dig Insights?
After graduating with Masters of Linguistics (in English & French) I was drawn towards product development, operations and marketing in Hospitality field. I spent 12 years running restaurants, golf courses and resort food operations in Russia, US and Canada, becoming an expert in menu design, pricing analytics, digital marketing and organizational process optimization.
I then advanced my research skills with formal Research Analyst post-grad program followed by work at Environics Analytics, and consulting work with start-ups rooted in market segmentation and trade area analysis.
I’ve been enjoying learning new ways of applying analytical methodology to business challenges all my life, and believe that real value of analytics rests in understanding of internal workings of both consumers and businesses alike.
Q: What is your approach to market research?
Market researcher is an intelligence agent of the business world. Always trying to see into the future, it’s best to take a step back and assess a big picture first: what is this product/company about; how is it positioned in the market; what are the industry trends? By placing a research question in context, the quality of data and details gained from the research improve and allow to dig deeper for new opportunities and provide solutions to real business challenges.
Q: How do you think market research will change in the next 3 years?
Market Research is undergoing an exciting revolution lead by automation stemming from onset of machine learning and artificial intelligence fields. I think a big shift is happening in Assisted Intelligence part of research, where more and more routine mathematical work, data visualisation and survey processing will be done by machines, while human analysts will be concentrating on translating the findings into business-actionable insights and driving more innovation in a way the data is collected, exchanged, shared and analyzed.
Q: If you were not in market research, what work would you want to do?
If I were not working in research, I would be a helicopter pilot – I took a couple of lessons some time ago, and fell in love with the experience. Another dream lifestyle I have – is to live somewhere in the mountains and teach downhill skiing.