MissionMy goal is
to make lucid discoveries
and to report exceptional findings
about your company,
your brands, products, and services.
I have not succeeded
I pride myself on
Based on these insights
This is my promise:
You may not always get
InceptionIt 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:
Qualitative Research Consultants Association:
Designed and moderated Regional QRCA meetings.
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 shoppingfrom supermarket to department storewill 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.