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Q. What was your background before joining Dig Insights?

Most of my career, which has been spent in the Middle East, has involved some form of research and insights experience. Whether working for boutique or global agencies as a hybrid researcher to being the insights lead at media and creative agencies, data and information has always been clay for me to mould an interesting story.

I’m excited that Dig provides me an opportunity to use a range of competencies I’ve developed in an 8 year career, and apply them to the interesting and complex North American market

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

Researchers will start to get more support from a new research assistant, that goes by the name of Machine Learning!

People nowadays are becoming much less social and retreating into the insularity of social media, which means they will be even more comfortable sharing and expressing opinions in a virtual environment. AI will be a great asset in helping to amalgamate all that data, which will serve to complement our traditional research solutions.

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

Writing short stories and poems while running a cat/dog/rabbit friendly tavern in Cannon Beach, Oregon!