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Q. What was your background before joining Dig Insights?

After graduating with my Bachelor of Sciences at McMaster University, I worked in financial crimes sector at two major Canadian Banks where I found my passion for data, analytics and how they can be used to find the truth of things. My introduction to market research began after enrolling in Research Analyst Postgraduate Program at Humber College.
Before joining Dig, I was a research analyst for a global communication agency, where I gained experience in qualitative and quantitative research spanning consumer insights, media monitoring, and digital analytics.

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

Disruptive new technologies and platforms have allowed market researchers to collect data faster than ever. I think the biggest change in the industry will be in the merging of traditional consumer attitudinal data (e.g. survey) with passively collected behavioural data (e.g. social listening). This integration will lead a more robust and holistic understanding of the consumer.

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

If not market research, I would work in animal welfare. My dream is to travel to Borneo and volunteer at an orangutan sanctuary.