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Q: What was your background before joining Dig Insights?

A: While completing my undergrad in Psychology at Brock University I was drawn to the goal of understanding the counterintuitive and irrational ways in which people often think and behave. This naturally led to the market research field, where I was able to marry this goal with my affinity for working with numbers and data. As many others in this field have done, I completed the Research Analyst Program at Georgian College, before continuing on as a research analyst at a small market research company in Toronto. After 3 years of learning the industry there, I’m excited to have moved to Dig, where I look forward to further involvement with more advanced analytic techniques.

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

A: As the amount of data that is produced daily continues to explode, I think that more and more companies will expect market research to expand beyond self-report via panels. Leveraging data science solutions to tap into more realistic, behavioural-based data is an area that I see as an exciting opportunity – and one that I look forward to learning much more about!

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

A: Chess is a game that has been a hobby of mine since I was a kid. The blend of science, art, and sport has always appealed to me. Ideally, if money were not an issue, I would love to be able to travel around the world to play in tournaments and study the game more. Alternatively, I am also currently looking into teaching the game to kids in order to pass on my interest of the game.