Susan Frede

Vice President of Research Methods and Best Practices
Susan joined Lightspeed in January 2010, bringing nearly 23 years of Market Research experience.

As Vice President of Research Methods and Best Practices, Susan designs, conducts and analyzes numerous research-on-research projects to improve panel performance, respondent quality and survey data quality. She has published numerous research-on-research papers and is a well-respected speaker at key industry events. Susan works closely with clients on quality initiatives and survey integrity, offering insight and consultation on research design, applications, execution and delivery. In addition, Susan plays a key role in training and development within Lightspeed as well as the larger Kantar organization.

Before joining Lightspeed, Susan worked for 11 years for Kantar’s TNS, specializing in research for the Consumer Packaged Goods marketplace. She had also worked at Convergys, Parker, and Nielsen in various analytic and statistical roles.

Her statistical experience includes CHAID, Conjoint & Discrete Choice, Cluster Analysis, Correlation Analysis, Coverage/TURF Analysis, Discriminant Analysis, Factor Analysis, Forecasting, Multidimensional Scaling, Perceptual Mapping, Regression and Structural Equation Modeling. She also has extensive experience with multiple research techniques including Awareness & Usage , Brand Equity/Loyalty, Claims Testing, Concept and Product Testing, Customer Satisfaction/Value, Employee Satisfaction, Habits and Practices, Line Optimization, Package Testing and Segmentation.

Susan has provided expert consultation to clients in industries including Automotive, Durable Goods, Financial, Food & Beverage, Health & Beauty Care, Household Products, Insurance, Pharmaceutical, Retail, Technology and Telecommunications.

Susan is currently working towards her master’s degree in adult education from the University of Georgia. She completed her undergraduate work at Northern Kentucky University where she graduated Magna Cum Laude with a B.S. degree in Marketing and a Minor in Mathematics. She was awarded a Certificate of Excellence from the Management and Marketing Department. Her post-graduate education and training includes programs in Principles of Marketing Research, Practical Conjoint Analysis & Discrete Choice Modeling, Practical Multivariate Analysis and Tools & Techniques of Data Analysis.

Recent Posts

What makes a researcher go from good to great?

Posted by Susan Frede on May 28, 2015

There is always debate on what makes a great researcher. Many focus on more traditional research skills such as questionnaire design, data analysis, and presentation skills. However, I think what truly turns a good researcher into a great researcher are critical thinking skills.

Read More

Topics: Research Skills

What Are Marketing Researchers Discussing?

Posted by Susan Frede on Feb 5, 2015

On a monthly basis, the Cincinnati AMA Marketing Research Shared Interest Group meets to discuss industry issues, trends, techniques and methodologies. During the January 2015 meeting, we debated the group’s burning research questions.

Read More

Topics: Market Research Trends

Mobile Research…Evolution or Revolution?

Posted by Susan Frede on Oct 20, 2014

According to change management theory (Burke, 2014) the nature of change can be either evolutionary or revolutionary. Evolutionary change consists of incremental changes and doesn’t necessarily change the whole structure or system. Revolutionary change is more radical and is often described as a jolt to the entire system.

Read More

Topics: Mobile

Proclivity Toward Representivity

Posted by Susan Frede on Aug 7, 2013

With all the talk about how market research is changing radically, it’s somewhat comforting when age-old debates come up again and again. Like the topic of representivity.

Read More

Topics: Blog Post

Subscribe to Email Updates