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Pat A. Pellegrini, Ph.D.

President & CEO

pat@vividata.ca

(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

tosha@vividata.ca

(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.

Jenny Drasko

Jenny Drasko

VP, Survey Operations

jenny@vividata.ca

(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

isabelle@vividata.ca

(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

rahul@vividata.ca

(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.

Olga Vlahos

Olga Vlahos

Office Manager & Executive Assistant

olga@vividata.ca

(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.

Farnaz Kashefzadeh

Controller

Farnaz@vividata.ca

(416) 961-3205 ext. *303

Farnaz Joined Vividata in 2019. She holds a BS in Accounting and MS in Finance, which helps her have a good understanding of both accounting and finance.

Enjoying over 12 years of experience, she is looking to leverage his capacities in challenging environments. Farnaz has a passion to help others and to enhance her professional credentials. That said, she is actively pursuing CPA designation. Respect and responsibility are the keys to teamwork as the building block of success, she believes.

Rahul Gupta

Client Services & Insights

RGupta@vividata.ca

(416) 961-3205 ext. *313

Rahul is passionate about helping clients make better informed decisions based on data and insights. He likes talking to clients and understand their issues and objectives, thus building strong relationships. He helps clients uncover new ways to utilize Vividata studies to answer their business questions.

Prior to joining Vividata, Rahul has worked with recognized research companies such as NPD Group and Kantar on various projects across different industries namely retail, media, digital, IT and food service. Within the research and insights domain, he has taken several roles such as client services, business development, insights and account management. Rahul is an MBA grad form Schulich School of Business with 5+ years of experience in Consumer Research.

In his free time, he loves to travel, cook and listen to music.

Marta Didyk

Marta Didyk

Research & Communication Assistant

marta@vividata.ca

(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.

Tanja Simic

Survey Operations Coordinator

tanja@vividata.ca

(416) 961-3205 ext. *307

Tanja is new to the market research industry. She has 10+ years of retail experience, bringing an understanding of consumer behavior to Vividata. Tanja helps with survey design, publication updates and link testing. She joined our team as an intern as part of a program completion from Humber College, where she received a Research Analyst post graduate certificate. With a passion towards numbers and question development, Tanja joined the Survey Operations team.

In her spare time, Tanja likes to read, watch movies and play video games. She also really enjoys travelling and exploring new countries.

Adith Rajiv

Data Architect

adith@vividata.ca

(416) 961-3205 ext. *302

Adith joined Vividata as a Data Engineer intern and helped in the shift towards a passive mode of measurement by designing and building a cloud-based infrastructure for our Metrica panel. In his current role as a Data Architect, he is focused on constructing ETL pipelines and participates in exploratory data analysis with our insights team.

Having graduated from Lambton college with a PG Diploma in Cloud computing for Big Data Adith has a versed skill set enabling him to design and implement highly optimized and scalable data solutions.

Adith is a car enthusiast who gets a buzz out of working on cars and going on long drives. He enjoys training his pets and spending time with his family and friends.

Atish Shete

Data Engineer

atish@vividata.ca

(416) 961-3205 ext. *308

Coming from a computer science background, Atish has a keen interest in working with data. Atish first joined Vividata as an Intern. Upon completing his internship, he transitioned into a fulltime role with Vividata as a Data Engineer. Atish’s journey so far has been challenging and interesting at the same time. He likes messy and unstructured data; creating order out of chaos excites him. In his current role as a Data Engineer, he is focused on managing the database and handling the ETL process, using programming languages like python and R for manipulating, visualizing and summarizing data. He also creates dashboards and reports and simplifies complex concepts to suit the audience or client-base.

Atish has completed two post-graduate programs: the Research Analyst program from Humber College and Big Data Analytics from Georgian College. These two diplomas have helped Atish better understand the market research industry and the Data aspect of it.

Atish likes to collect coins and spends his evenings in the Gym. In his spare time, he watches Netflix or listens to music.

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