Q: What was your background before joining Dig Insights?
A: I started my journey in marketing and market research at DIAGEO in Jamaica. While at DIAGEO I worked across the Caribbean as well as in Asia. My roles spanned brand management and consumer insights moving from Head of Consumer Planning to Director of Marketing and Innovation. Next, I moved to head the marketing communications and research units for the largest telecommunications firm in Jamaica. I then formed a marketing and research consultancy, serving clients in beverage alcohol, snacks, medicine, agriculture and social enterprises.
Most recently and directly before DIG, I worked on membership development with the Marketing Research and Intelligence Association (MRIA) in Toronto.
Q: How do you think market research will change in the next 3 years?
A: I believe that more than ever before, companies will strive to get a better understanding of their consumers and what drives their behaviours. Many companies will seek to adopt online technology to gather consumer data and insights cost -effectively.
Research agencies will need to skilfully use the available technology to deliver insights quickly, if they are to be successful at keeping ahead of this trend. I believe that firms will place more value on agencies that fulfil the traditional functions more efficiently while providing value-added services that supports the company’s ability to profitably leverage the consumer insights gleaned, to delight their customers.
Q: If you were not in market research, what work would you want to do?
A: In an alternate universe, I would have been a chef while running a global prepared foods and sauces empire that promotes the cuisine of the Caribbean.