Lightspeed Blog

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

Why You Should Never Sample on Auto-Pilot

Posted by Susan Frede on Jun 16, 2016

Sampling often seems to be an afterthought with clients as many simply state they want a ‘nationally representative sample.’ The question is what does the client mean by a nationally representative sample? One client might think it means representation on age and gender only, while another might expect it to include controls on additional variables like region, income, education, etc.

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Topics: Data Driven Marketing, Online Sampling, Market Research

Sampling Best Practice:  Probability versus Nonprobability, Redux

Posted by Susan Frede on May 31, 2016

A dozen years ago a debate raged in the marketing research community over the switch from probability sampling methods such as telephone RDD to nonprobability sampling methods as are typical with online access panels. In the interim years, most clients moved to online samples but there are still some that cling to probability methods. However, we now see the quality of probability samples being questioned because of low response rates for RDD. In an interesting twist, the very same techniques that nonprobability samples use to weight and model data now often need to be done on probability samples to account for nonresponse bias. 

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Topics: Online Sampling, marketing research best practices, nonprobabliity samples, probability samples

How can I blend Sample sources without impacting my data?

Posted by Susan Frede on May 19, 2016

Research has consistently shown that all panels are not the same. Recruitment sources and management practices vary, and this can cause differences among panels. Beyond panels, there are other sources of online survey respondents, such as river, dynamic, and social media sources – and these can produce data that is different from each other, as well as different from panels. Given the wide variety of sample sources, and their benefits and drawbacks in cost and quality, researchers often struggle with the question, “How can I blend in other sources without impacting my data?”

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Topics: Online Sampling, Marketing Research

Reducing false positives in survey data quality checks

Posted by Susan Frede on May 9, 2016

Many clients include quality checks in surveys to make sure respondents are engaged and are answering honestly. However, many of these checks identify false positives, which often mean valid, engaged respondents are thrown out of the sample. How can we reduce false positives? 

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Topics: Research Quality, Marketing Research, Data Quality

Would you answer these questions?

Posted by Susan Frede on Mar 28, 2016

Do you think like a respondent?

Poor quality survey design leads to low completion rates, high dropout rates, speeding, suspicious behavior, panel attrition and higher sample costs. Ultimately poor design can lead to bad business decisions. Mobile may finally force better survey design and better-written questions. 

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Topics: Respondent experience, Market Research, research on research, questionnaire design

Seven Key Questions Marketing Researchers Are Asking Today

Posted by Susan Frede on Mar 1, 2016

The Marketing Research Shared Interest Group (SIG) of the Cincinnati American Marketing Association meets monthly to discuss industry issues, growing trends, techniques and methodologies. During the February meeting, Brian Lamar from EMI Research Services led a great discussion across multiple industry topics. One common thread across all key points: clients.

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Topics: Market Research Trends, Research Quality, Marketing Research

Transitioning to Online: Differences in Marketing Research Data

Posted by Susan Frede on Oct 13, 2015

Everyone hates data transitions, but sometimes they are necessary. In most of the world, marketing research has undergone the transition to online from either telephone or face to face. When these transitions happen, we typically experience data differences, some of which can be measured, calibrated and explained while in other situations we are less able to explain the root cause.

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Topics: Marketing Research Data, Emerging Markets

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.

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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.

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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.

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Topics: Mobile

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