Picture of Susan Pogash

Susan Pogash
312.527.4849
spogash@gmail.com



Mission

Inception

Leadership

Futurist Work






INVISIBLE SPACE

Mission

My goal is
to make lucid discoveries
and to report exceptional findings
about your company,
your brands, products, and services.

I have not succeeded
unless you are able
to see your business
and your challenges
in a new light.

I pride myself on
offering profound interpretations
of your consumers'
psychology and behavior.

Based on these insights
I deliver sound strategies
for broadening your base
and your appeal.

This is my promise:

You may not always get
what you want to hear,
but you will always get
what you need to hear.



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Inception

It all began with an ice cube. I formed Susan Pogash Marketing Research 15 years ago, because I thought my unusual life would be of value to to clients. I had done research, advertising, brand management, and marketing/promotion. But back to the ice cube. As a kid, I gobbled up Vance Packard's books. I was intrigued by his concept that ice cubes in liquor ads were doctored up to project subliminal images. Today, I'm still intrigued. In college, I was lucky enough to spend a summer working for Daniel Yankelovich. I took many classes in psychology and sociology in college and later while going for my MBA at night at George Washington University, while I worked as a day time researcher at the Peace Corps.

Before opening up my company, I was:

  • Research consultant for General Research Corp., a Santa Barbara think tank
  • Research Manager at Landor Associates, the worldwide corporate identity/visual communications consultant
  • Brand Manager at Swift & Company, now ConAgra
  • Account Executive at Lee King & Partners Advertising now Bozell, Jacobs, Kenyon & Eckhardt

Incidentally, I never did find the subliminal message in the ice cube. That concept melted away, and I've moved on...


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Leadership In The Industry



Qualitative Research Consultants Association:


  • 1990–Chaired National Convention (New York)
  • 1990–Committee Chairman
  • 1989–Chaired National Convention (Chicago)
  • 1988–Organized and Led Chicago Chapter meetings
Active in the Qualitative Research Consultants' Association (QRCA), twice serving on the Board and as Co-Chair of the Annual Convention.

Designed and moderated Regional QRCA meetings.


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Futurist Work

Conducted the first, or one of the first, focus groups in front of a live audience with 1000 executives from the world's largest chain stores. The group conducted an educational session for the Annual Store Fixturing Convention at McCormick Place (1994). The respondents, who represented different preferred methods of shopping (i.e. TV, catalog, mass merchandisers, and boutiques), discussed their reactions to the innovate Stores of the Future display which had been built to reflect the way shopping––from supermarket to department store––will look in the future. The men and women in the group discussed the impact these new stores would have on their personal buying habits, preferences, and needs.

This interest in the future and changing behavior pervades all conclusions and recommendations. I attempt to go beyond the basic scope of each project to consider the behavioral tastes and trends which are just beginning to sprout. I fold this perspective into my assessment of the marketplace and propose pro-active approaches for communicating with, and selling to, the ever-changing consumer.


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Mission

Inception

Leadership

Futurist Work


For more information, contact Susan Pogash at: 312.527.4849.