Kathy Perrotta leads Ipsos Canada's FIVE Food and Beverage tracking service, which examines the behaviours, attitudes and motivations of 20,000 Canadian consumers. Kathy started her research career over 40 years ago in the law libraries of Davies, Ward & Beck as a Law Clerk compelled by a curious need to know to why. Over time, it became clear to Kathy that the people in the case law were decidedly more interesting that the law itself. In 2001, curiosity finally spawned a paradigm shift into a new career focused in consumer research. Since that time has worked in a variety of roles focused on bringing the voice, habits and beliefs of diverse Canadian consumers to her clients.