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Q: What was your background before joining Dig Insights?

After taking some market research courses while in college, I decided this was the industry that I wanted work in and enrolled in a post-graduate program that taught the fundamentals of research and analysis. It was during this program that I began to fully understand the importance of research in helping businesses making informed decisions.

Since graduating, I have worked on the supplier-side of the industry focusing on customized research solutions and approaches for clients from a variety of different industries.

Q: What is your approach to market research?

I think as a starting point it is extremely important to understand not only the market research objectives, but the clients business and their industry in order to design innovative research solutions and deliver actionable insights. I like to think of market researchers as consultants helping companies make informed business decisions.

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

In the next 3 years, I think technology will continue to play an important role, specifically mobile becoming more and more of the norm. This will undoubtedly have an impact on the way researchers approach mythology design – studies will need to be shorter, more relevant, innovative and targeted.

Analysis will continue to evolve away from providing a simple statistics to providing more strategic, informed and actionable insights for our clients.

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

I don’t know if it would classify as work, but I would love to be a full-time traveller. Travelling can be relaxing, exciting, adventurous, and tiring – but it is always worth it when you are experiencing something new. I would most likely try to organize my travel around all the different music festivals around the world in an effort to combine two of favourite things!