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Pat A. Pellegrini, Ph.D.

President & CEO

(416) 961-3205 ext. *309

Pat is focused on the transformation of Vividata to the leading consumer research and media audience measurement company in Canada, expanding our portfolio of studies and custom research capabilities, expanding our partnerships and membership, and introducing passive digital measurement.

Prior to joining Vividata, Pat was President and Chief Research Officer at Simmons Research, a leading US consumer and media research company that in 2017 was featured in the American Marketing Association’s annual Top 50 research companies in the US. Previously, Pat held senior leadership roles at GfK Custom Research North America, Pelmorex Media (The Weather Network), and comScore, amongst others. Prior to his media/consumer research career, Pat spent 3 years at The Ohio State University where he published academic papers and taught multivariate statistics and quantitative methods courses in the Geography/Atmospheric Sciences Department.

Pat is a frequent speaker at research industry conferences around the world, and has presented renowned and award-winning papers, including studies on passive media measurement technology and the future of online measurement

He earned his Ph.D. in 1996 in Geography from the State University of New York at Buffalo, and a M.Sc. and Honours B.A. in Geography from McMaster University.

Pat enjoys films, fiction novels, and calisthenics and to stay fit.

Tosha Kirk

Tosha Kirk

VP, Client Services

(416) 961-3205 ext. *305

Tosha helps clients find innovative ways to use Vividata’s data to meet their business objectives, differentiating themselves from their competitors and achieving measurable results. Through development of strong partnerships, she supports Vividata’s growing membership base by demonstrating new ways to uncover the value of the organizations data offering. She’s also a master at fixing Nespresso machines.

An East Coast native by birth and in spirit, Tosha’s free time is spent at the beach, running and exploring with her family.

Donald Williams

Donald Williams

VP, Research and Analytics

(416) 961-3205 ext. *300

Donald manages multiple analytics projects including a world renown audience measurement platform.

His career spans various business segments and extends over 20 years, reflecting a diverse experience base. He has worked in the public sector, telecommunications and B2B consulting where he specialized in developing pricing and forecasting models.

Donald has co-authored a variety of research papers on survey methodologies and audience measurement.

He served as the Standards Chair for the Market Research and Intelligence Association (MRIA) between 2008 and 2013. In 2014, he received an outstanding achievement award from MRIA for his service to the market research industry in Canada.

Donald holds a Bachelor of Science degree in Economics with specialization in Economic Statistics from the University of the West Indies.
When he isn’t working, you’ll find him playing volleyball during the Summer, hunting down vinyl records, practicing German or looking for the next best place to travel.

Jenny Drasko

Jenny Drasko

VP, Survey Operations

(416) 961-3205 ext. *311

Marketing Research has been Jenny’s passion for more than 12 years. The experience Jenny gained at the client and agency level helped her better understand industry needs and how to manage projects successfully. Her Canadian career started at the PMB Print Measurement Bureau in 2007 as a Research Assistant, and through the years she evolved into the Vice President of Survey Operations at Vividata. Strong organizational and multi-tasking skills, as well as a keen focus on client challenges and needs put Jenny at the front-line of Vividata. A dedicated mom of two, in her “spare” time she enjoys movies, a good book and entertaining with friends. She’s in love with theatre, adores travel, and is a passionate tennis fan.

Isabelle Michaud

Isabelle Michaud

Quebec Marketing Representative

(450) 550-1144

Isabelle thrives in helping clients get the most out of their research investment. Anything you want to know about Vividata “en français”, she’s there. Isabelle ensures all studies and communications are of the highest quality for French Canadian clients and services all our Québec members. Isabelle has been in client services for more than 20 years with half of these years at BBM (now Numeris) and the other half at PMB (now Vividata). She also worked in audience research at TVOntario/TFO and was a lecturer at University of Montreal in Experimental Psychology. Amongst her academic background, she has an M.Sc. in Social Psychology from University of Montreal and a B.A. in Psychology from York University. In her free time, she loves to travel, read and listen to latin music.

Rahul Sethi

Rahul Sethi

Director of Insights

(416) 961-3205 ext. *306

Rahul spends a lot of time looking at data. He uses various data analysis methods to uncover stories about Canadians that lie within Vividata’s vast database. He is constantly looking for stories to tell and for better ways to tell them; whether through data-visualizations, infographics, articles, reports, or through simple data reporting tools.

Rahul’s background is in communications. He completed an M.A. in creative writing in 2008. In the evenings, he lectures in various communications related courses at the University of Toronto Mississauga. He aspires to eventually write a novel, and a series of children’s books.

Zahra Asiaee

Director of Data Science & Analytics

(416) 961-3205 ext. *301

Coming soon!

Olga Vlahos

Olga Vlahos

Office Manager & Executive Assistant

(416) 961-3205 ext. *310

Olga loves working with people. With over 35 years of work experience in the Advertising & Marketing industry, Olga has met and worked with people from all walks of life. Whether it’s on a daily basis with vendors, suppliers, or clients, or working with a group of contractors on the design and renovation of our office, working with others is what makes her the happiest. Helping the team on group projects comes a close second. In her role, Olga is involved in many aspects of the Vividata office, making sure the space and team run smoothly and efficiently.

Olga is a crazy animal lover. When she’s not at work, she loves spending her spare time with her family, friends, and animals.

Rahul Gupta

Client Services & Insights

(416) 961-3205 ext. *313

Coming soon!

Marta Didyk

Marta Didyk

Research & Communication Assistant

(416) 961-3205 ext. *312

With a passion to dig into data to find interesting insights, Marta joined the Vividata team as a Research and Communication Assistant after completing an internship with us. Most of the time Marta investigates our vast database for patterns that catch her attention and help her create data-stories with her team. She also creates visualizations with interesting pieces of information to share on our social media platforms.

Marta recently graduated from Humber college where she obtained an Advertising and Marketing Communications diploma. This program developed her skills in data analysis and presentation.

In her spare time, Marta enjoys volunteering for NGOs, practicing yoga, working out at the gym and spending time outdoors with friends.


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