Susan started Market Concepts in 2006 with the goal of carefully considering each business issue with fresh perspective to develop a custom approach. She pulls in the right team of experts for each project to get deep insights and actionable results.

As a moderator, Susan has interviewed respondents in a broad range of fields- including skiers, rock climbers, Chief medical officers, CEOs who own helicopters, grocery shoppers trying to stretch their food dollars, wine drinkers, pet owners and many other food, beverage, clothing, medical, retail and service-oriented topics. She excels at capturing true moments of decision making and gain deep insights into the consumer thought process. She thoughtfully extracts quotes and photos from each interview to verbally and visually illustrate key consumer insights. Her reports truly incorporate the voice of the consumer allowing her clients to really step into the consumers shoes.

As a project manager, Susan has worked on a wide array of categories and services from blue sky new category/product innovation to strengthening core brands.

Susan earned a Master of Science in Market Research from the University of Wisconsin as an A.C. Nielsen scholar. She also holds a BA in Psychology and a BSBA in Business Administration from Drake University. Susan is a RIVA trained moderator and has been invited to the University of Wisconsin, Madison as a guest lecturer.