Monday - June 9th, 2014
Panel Discussion with Emerging Leaders in the Marketing Research Industry in Canada

The future of marketing research: Unlocking the untapped value of today’s emerging leaders

Achieving success in the MR industry today isn’t about the methodology you use. It’s about people and recognizing the talents of those on your team—and that includes unlocking the potential of next-generation marketing researchers. Today’s emerging leaders are tech savvy, forward-thinking and looking for opportunities to carve out their own niche. Join Mark Wood, Vice President at TNS Canada, as he leads a discussion with members of the MRIA’s Emerging Leaders Task Force—a group of young and highly engaged professionals working in the Canadian research industry who are all under the age of 35. The panel, which includes representatives from major brands and some of the top data collection firms in the country, will share their views on the struggles and challenges facing young leaders in the industry, their appetite for change and their perspectives on the opportunities presented by the plethora of innovative new technologies and products flooding the market today. 

Moderator: Mark Wood


Vice President, TNS Canada

Mark Wood, a Vice President at TNS, is a 20+ year veteran on the supplier side of the industry. He has considerable experience across a variety of categories and industries in quantitative research. Currently Mark specializes in managing a number of TNS’s large scale, complex studies including a focus in the media sector as lead of a measurement study that provides data currency to the print industry. Mark is also a member of MRIA’s Board of Directors and is the Vice-Chair of MRIA’s Research Agency Council.

Raj Manocha


Vice President, AskingCanadians

Raj Manocha is the Vice President of AskingCanadians, an online market research community with access to 600,000 Canadians, which offers a range of innovative data collection tools and Voice of the Customer platforms designed to provide insights that meet client’s information needs. With more than 10 years of experience in online client development, including eight years with an online market research focus, Raj is focused on expanding the AskingCanadians brand, building the firm’s internal team, and continuing to develop relationships with current and new clients. Raj joined AskingCanadians as Director of Sales in January 2011 and within five months he was promoted to Vice President. Prior to joining the firm, he worked as a Senior Manager of Client Development at Research Now and was Director of Business Development at His wide array of experience working with small and large firms has given him the ability to always provide clients with the appropriate solution to any type of market research problem. Raj is a member of the Marketing Research and Intelligence Association (MRIA) where he chairs the Emerging Leaders Task Force, created to stimulate participation by next generation market researchers in the association and to develop programming specifically aligned with their needs.

Jara Ulbrych


Corporate Insights at The Coca-Cola Company

Jara has worked in the research industry for 10 years, with the bulk of that spent on the client side with Ipsos.  While at Ipsos, Jara worked primarily in brand and communication research servicing various client groups including CPG, financial, and B2B.  Most recently, Jara joined Coca-Cola Canada to lead Corporate Insights where he is responsible for various brand and communication tracking initiatives, as well as innovation and portfolio strategy research.  Jara holds a BA from the University of Toronto.

Scott Switzer


VP, Business Development, Vision Critical

As VP, Business Development, Scott is responsible for the overall expansion and growth of Vision Critical’s footprint in the US market. Since joining Vision Critical in the Fall of 2005 as a Business Development Associate, Scott has since gained expert knowledge in establishing key strategic Insight Community initiatives for clients across the retail landscape, including many of the biggest names in grocery, apparel, general merchandise, and eComm. Prior to his career at Vision Critical, Scott both studied & taught audio engineering at Columbia Academy, and worked extensively in both online media and as a professional musician, earning himself a nomination at the 2000 Canadian Juno Awards.

Megan Harris


Consumer Insights at SABMiller Canada

Megan has been on the client-side of research for just over five years, starting in a corporate function at Kraft Foods Canada, then moving to brand-specific roles in categories like cold beverages, desserts, and later, chocolate and seasonal products with Mondelez Canada. Megan is currently leading insights for SABMiller Canada, supporting brands like Grolsch, Peroni, Pilsner Urquell, and Miller Genuine Draft. She is responsible for developing and executing the Insights agenda for the Canadian team, which involves portfolio-level strategic work as well as brand-specific initiatives, and cultivation of an insights-based corporate culture. Megan holds a BA(H) in Psychology, as well as a MBA from the University of Windsor.