Sue brings thirty years of research experience to clients, with a rich qualitative research focus. After twelve years in ad agency research and planning at JWT, Sue founded and spent nearly 20 years with her independent firm, Explorations Qualitative Research Consulting. She now enjoys qualitative research consulting and moderating within the stellar team environment at Shapiro + Raj, CarbonSix and Survey Center Focus.
Sue's primary focus is on what she feels is fundamental: discovering and tapping into insights driving attitudes and behaviors. Sue loves the rapid deep-dive required to become well-versed in new categories, as well as parsing out what might be buried in crevices of old familiars. Sue is well-seasoned and easily establishes controlled and productive rapport with B2B and B2C respondents of all types, from stay at home moms to executives, patients to health care professionals, millennials to retirees, teachers to students and more. She is adept at:
Qualitative across marketing stages: brand development, personality and positioning; communications strategy; advertising and promotions; target markets clarification; internal and external stakeholder intelligence; new product development; packaging and merchandising; and more.
Bringing insights to life via fittingly designed and executed hybrid studies, incorporating in-person and online methods.
Collaborating with global teams to share insights and implications and discern the common thread.
Sue has worked with leading marketers such as Aon, Unilever, PepsiCo, Walgreens, Valspar, AbbVie, AstraZeneca, Janssen, Gilead, BMS and Sprout, global and domestic market research firms such as Maritz, Egg, Breathe and Loran, and agencies such as AbelsonTaylor, Marketing Support Inc., and Peritus. She has experience across multiple sectors including healthcare/nutrition/pharmaceuticals; personal care; food/beverage; home goods/improvement; retail; apparel; technology; finance; automotive/parts/fuel; and education, where Sue has contributed to large-scale studies regarding intensely contentious issues facing Chicago Public Schools.