April 2-3, 2019

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Susan Fader

Strategist, Qualitative Researcher and Moderator, Fader & Associates

Susan Fader is a qualitative researcher/moderator/interviewer and strategist. She is experienced in a range of categories and demographics including CPG, HBA, financial services, health care, entertainment, branding, kids and military personnel. She is based in the U.S. and has designed and fielded qualitative research in 20+ countries on five continents.

Susan tailors methodology to fit the specific project objectives using both traditional and, if warranted, non-traditional methods – gamification, self-diagnostic ethnography, narrative economics, mulit-sensory disrupters, System 1 and AI.

In prior life, she was a product manager at General Foods, account supervisor at Interpublic and marketing consultant in Japan.

Susan is a member of ESOMAR and QRCA (Qualitative Research Consultants Association). She is currently the QRCA VIEW magazine book review editor and always on the lookout for authors presenting new ideas and perspectives, so please feel free to recommend books to her. Susan also enjoys challenges and recently cycled on a tandem with her husband on an eight-day cycling/camping trip… and they are still together.

Sessions from Susan Fader:

Why Don’t They…? Using Narrative Economics to Better Understand People

How you think about, interact and communicate with customers is based on the premise that you know who they are and how they make choices. However, traditional ways of looking [...]


Tuesday | 4:15-4:45 | Room 1