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Q. What was your background before joining Dig Insights?

In university I had the opportunity to teach tutorials as an undergrad TA and work as a research assistant at the McMaster Institute for Transportation and Logistics. Time as a TA honed my skills at leading a room through presentation and discussion, and as a research intern I got my first taste of extracting insights from survey data.

From this experience it felt like a natural flow-through to take the plunge into professional market research. Experiences with communication and data empowered me to land my first Research Analyst role with a small Toronto firm and I was off to the races. I’ve recently upgraded to working in a similar position with Dig and haven’t looked back since.

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

At McMaster I did a minor in Geographic Information Systems (GIS). Modern GIS capabilities are now moving to mobile app-based tech, and I feel like there may be a great opportunity to interlock GIS APIs and survey-based research. Don’t want to spoil it, but there are advancements to be made in the interaction between real-time geotagged mobile data and the future of market research.

Q. If you were not working in this industry or in your current role, what work would you want to do?

The passion for fashion is real. Although I generally tend towards timeless looks, I strive to be considered well-dressed. It’s always been in the back of my mind that I wanted to work in clothing design; nothing crazy, just smart clothes & equipment for everyday life in the modern world. I may still pursue this dream, as my career is young, but not yet. Once I’ve mastered the Market Research craft, I’ll be free to make my mark on the style industry.