Michelle is a veteran of the market research industry with over a decade of experience at the global research firms Ipsos and the NPD Group. While at these organizations, she conducted rigorous data analysis which provided multi-national corporations with data-driven insights and recommendations to solve their business issues. Most recently, Michelle took her analytical expertise to the Ontario Ministry of Health where she consulted on issues such as cannabis, tobacco smoking, routine childhood immunizations and the flu. She led research which was used as the basis for the strategic direction of programs, initiatives or communications on various health matters. Michelle is in charge of heading up research efforts at Strainprint, including doing a deep-dive on the rich, 50+ million data-points, analyzing the data and creating meaningful reports. Michelle holds a BA Honours in Psychology from York University and an MBA from Dalhousie University.