Susan Sweet, Partner Research Strategist
Susan is a passionate qualitative researcher focused on illuminating insights and making the research process fun for both clients and participants. For the past 20 years, she has incorporated both traditional and innovative research methods, continually working to keep research as real-world as possible. She often uses ethnography and online/mobile immersion techniques but also loves classic focus group discussions, whether conducted in a facility, in someone’s home, inside a retail environment or at a local pub.
Susan works across industries and in both consumer and B2B categories. As a self-professed expert online shopper, she loves working in the retail category, having conducted multiple segmentation illuminations, competitive shopping safaris, retail space investigations, and online shopping usability studies. She also conducts consumer immersion and exploratory research in beauty/personal care, education, automotive, entertainment/media, food and beverages, travel/tourism, and sensitive topics.
Susan holds a BA in Journalism & Mass Communication from Drake University, trained at the RIVA Institute and stays involved with the #mrx community through the Qualitative Research Consultants Association (QRCA) and the Association for Qualitative Research (AQR). Susan completed her second term on the Board of Directors of the QRCA, is co-chair of QRCA’s Industry Relations committee, and recently co-chaired the Worldwide Qualitative Research Conference in Valencia, Spain.