February 12-13, 2019

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Susan Fader

Strategist, Qualitative Researcher and Moderator, Fader & Associates

Susan Fader is qualitative researcher, moderator and strategist who tailors her methodology to fit the specific project objectives using both traditional and, if warranted, non-traditional methods – gamification mind-set, self-diagnostic ethnography, narrative economics, multi-sensory disrupters, System 1 and AI – into qualitative research design and moderation.

She is based in New York and has worked across categories and demographics in the U.S. and in more than 20 countries on five different continents. In a prior life, Susan was a product manager at General Foods, account supervisor at Interpublic and a marketing consultant in Tokyo.

Susan has an MBA from Columbia University, is a QRCA (Qualitative Research Consultants Association) member and the book review editor for their magazine VIEWS. She is also an ESOMAR member and enjoys challenges and recently went on an eight-day tandem cycling/camping trip with her husband… They are still together.

Sessions from Susan Fader:

Gamifying Qualitative Research – It’s A Lot More than Just Playing Games

The challenges, competitiveness, fun and social interaction of games are what make game-playing engaging for many people. By integrating elements of gamification (that go beyond playing an actual game) into [...]


Tuesday | 10:00-10:30 | Room 4