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.
August 7, 2013
Proclivity Toward RepresentivityBy Susan Frede, VP, Research
With all the talk about how market research is changing radically, it’s somewhat comforting when age-old debates come up again and again. Like the topic of representivity. Every so often I see a blog or infographic claiming that a particular panel is representative of the Census. This Read More...
December 17, 2012
Are Your Completes Really Representative of Your Target Group?By Susan Frede, VP, Research
One of the most frequent conversations I have with clients is about what their target group should look like. Often Lightspeed Research receives bid requests that tell us there will be hard quotas in the survey on age and gender, and to assume the quotas will be rep of U.S. Read More...
September 19, 2012
6 Ways to Improve the Screening ExperienceBy Susan Frede, VP, Research
Survey respondents don’t understand why they are sent to surveys and then told they don’t quality. They become especially upset when they answer a long series of questions only to be eliminated. When respondents are disqualified repeatedly they become discouraged, unengaged, and eventually drop off the panel. Keeping respondents Read More...
June 19, 2012
Are you selling your idea short?By Susan Frede, VP, Research
In a recent Marketing News article, David Aaker discusses why game changing innovations never see the light of day. He claims that innovations often are killed off because of “gloomy-picture bias created by decision makers that are motivated to be risk-sensitive.” In his article, he provides seven reasons for Read More...
June 4, 2012
Is your sample size sufficient?By Susan Frede, VP, Research
Unfortunately, researchers often forget statistical best practices when it comes to sample size. With smaller sample sizes there is more variability in the data and a single respondent can have a large impact on the results. In addition, with smaller sample sizes smaller differences may be missed. All of Read More...
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...