Profiles
Susan Frede
VP, Research
Susan joined Lightspeed Research in January 2010, bringing nearly 23 years of Market Research experience.
As Vice President of Research, Susan designs, conducts and analyzes Research on Research projects to improve panel performance, respondent quality and survey data quality. In addition, Susan works closely with clients on quality initiatives and survey integrity, offering insight and consultation on research design, applications, execution and delivery.
Before joining Lightspeed Research, Susan worked for 11 years for Kantar’s TNS, specializing in research for the Consumer Packaged Goods marketplace. She joined TNS as Manager of Research Consulting Group and was later promoted to Vice President. Previously, she worked for Convergys Marketing Research as Senior Research Analyst and for Parker Marketing Research as Manager of Statistical Analysis. After college, she began her career with Nielsen Marketing Research working onsite at Procter and Gamble.
Her statistical experience includes CHAID, Conjoint & Discrete Choice, Cluster Analysis, Correlation Analysis, Coverage/TURF Analysis, Discriminant Analysis, Factor Analysis, Forecasting, Multidimensional Scaling, Perceptual Mapping, Regression and Structural Equation Modeling. She also has extensive experience with multiple research techniques including Awareness & Usage , Brand Equity/Loyalty, Claims Testing, Concept and Product Testing, Customer Satisfaction/Value, Employee Satisfaction, Habits and Practices, Line Optimization, Package Testing and Segmentation.
Susan has provided expert consultation to clients in industries including Automotive, Durable Goods, Financial, Food & Beverage, Health & Beauty Care, Household Products, Insurance, Pharmaceutical, Retail, Technology and Telecommunications.
Susan graduated Magna Cum Laude from Northern Kentucky University with a B.S. degree in Marketing and a Minor in Mathematics. She was awarded a Certificate of Excellence from the Management and Marketing Department and was named to the Honor’s/Dean’s List, National Dean’s List and Alpha Chi Honorary Society. Her post-graduate education and training includes programs in Principles of Marketing Research, Practical Conjoint Analysis & Discrete Choice Modeling, Practical Multivariate Analysis and Tools & Techniques of Data Analysis.
In addition to her work with Lightspeed Research, Susan currently serves as secretary on the Board of Trustees for Western Wildlife Corridor, a non-profit environmental organization.
May 8, 2012
To Flash or Not to Flash?
By Susan Frede, VP, Research
Now that I have made Shakespeare turn over in his grave and have your attention… With technology comes challenges and changes. According to Pew Research Center, as of January 2012, 19 percent of U.S. adults age 18+ own a tablet computer, and as of February 2012, 46 percent own a Read More...
April 16, 2012
First Rule of Panel Management is Do Unto Others
By Susan Frede, VP, Research
When it comes to panel management and survey design the golden rule is key: do unto others as you would have others do unto you. As researchers we frequently ask panelists to do things that we would never dream of doing if in their shoes. An important part of panel Read More...
March 7, 2012
Respondent Validation
By Susan Frede, VP, Research
It’s important to take another look at respondent validation because marketing research clients are becoming increasingly strategic in their focus. A strategic focus requires more than data from discrete studies. It requires knowledge synthesis whereby data and findings from multiple studies and sources are combined. When taking this approach, using Read More...
March 5, 2012
Highlights of the CASRO Online Research Conference
By Susan Frede, VP, Research
I’m flying home from the CASRO Online Research Conference in Las Vegas and wanted to share a few thoughts. The highlight of the event for me and many others was the panel of panelists. Actual panelists from the Las Vegas area came in to share what keeps them engaged as Read More...
January 5, 2012
A Marketing Research Librarian? Part 2
By Susan Frede, VP, Research
Library science has more to do with marketing research than people think. In part 1 of my post, I discussed how to use basic library science skills to evaluate a secondary source. In part 2, I’d like to discuss how client communication can be improved by asking the same Read More...
December 15, 2011
A Marketing Research Librarian?
By Susan Frede, VP, Research
I recently took a library science class online from Northern Kentucky University. When I mentioned this to my co-workers, their typical first reaction was, “Why would you do that?,” which was almost immediately followed by, “And what exactly does that have to do with marketing research?” Both Read More...
