Susan Herron

Director, Financial Services Qualitative

Susan is a passionate moderator with over 25 years of experience in qualitative research and storytelling. Susan has led and moderated hundreds of focus groups, in-depth interviews, in-home ethnographies, shop-along interviews, and ideation sessions. She has an insatiable curiosity and thrives on uncovering the “why’ behind the “what” to deliver insights that inform go-to-market strategies and drive key business decisions.  Susan’s expertise includes brand positioning, marketing communications, package design, new product concept development, and shopper insights. She has a natural talent for quickly developing a rapport with respondents, which is critical in uncovering deeper insights. Susan immerses herself in the research objectives and is a strategic consultant throughout the entire process, including bringing the insights to life in a compelling story and making actionable recommendations. Susan has a Bachelor’s degree Business Administration from Baker College and is a RIVA and Burke Institute trained moderator.

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