Hello
Get to Know Our Founder
Susan Sweet turns curiosity into narratives with impact. She is a natural researcher who works to deeply understand consumers and amplify their voices in a way that clients can see, hear and use what they learn.
Services We Offer
Group Discussions (Focus Groups)
Any form of focused, group discussion - either in person or remote (using
online or mobile platforms). In person focus groups take place in a focus group facility, a retail setting, a home, a bar, a park...anywhere that makes sense for the topics being discussed. Webcam-based groups take place anywhere participants are with a good internet connection!
Observational Qualitative (Ethnography)
Research conducted "in the real world," when the topic studied requires as much understanding of the ways in which people do things, as how they feel about them. We've observed and probed all kinds of topics in homes, in vehicles (yes, while driving!), in retail environments, in restaurants, and in nature (ask me about the time I went rock climbing in the rain!). While many clients refer to this type of research as "ethnos," we do ask a lot of questions to dig deeper, and we call them observational, qualitative interviews.
Individual Depth Interviews (aka IDIs)
Conducted in person, via phone, online or via webcams, these interviews are between a single participant and the expert interviewer. We find these are great for C-suite executives, or those located in remote locations, and those who prefer to be interviewed at odd times to fit their busy schedules. These are also the right method for sensitive topics, which we love!
Online & Mobile Qualitative Research
While this is redundant (all group discussions, observational interviews and individual depth interviews can be designed for the online and mobile space!) it bears mentioning that we've been using online and mobile research tools since they became available, and we're always working with best-in-class providers to test their innovations on behalf of our clients.
Ideation & Whitespace Convergence Sessions
When it comes to identifying new ideas and developing concepts, we find that most clients want a hybrid of ideation and pragmatic convergence about how to innovate around what they already do well, or can do better. We create customized "whitespace convergence sessions" for client teams, often at the end of an exploratory research study. These sessions ignite teams for "what's next."
Some details aboout our founder
Susan's Background
Industry Leadership
Industry Leadership
Susan has been a qualitative research consultant for 25 years. Before moving to Colorado, Susan was a fixture in the Chicago qualitative research community. She worked in international qualitative with Millward Brown, spent a decade as a Vice President with Doyle Research Associates, and invested several years as a Research Director with
Susan has been a qualitative research consultant for 25 years. Before moving to Colorado, Susan was a fixture in the Chicago qualitative research community. She worked in international qualitative with Millward Brown, spent a decade as a Vice President with Doyle Research Associates, and invested several years as a Research Director with Hall & Partners. Susan founded Sweet Insight Group in 2012. She and her husband live in Boulder, where they're technically empty nesters with two sons in college. On most days you can find her hiking with her dog, volunteering, taking a Pilates class or reading a good book.
Industry Leadership
Industry Leadership
Industry Leadership
Susan is an active member of the QRCA and AQR and volunteers for both of these premiere associations. She served two terms on the QRCA's Board of Directors, curated the QRCA-AQR Worldwide Qualitative Conferences in Rome, Budapest, Vienna, Valencia and Lisbon, and serves on as liaison between QRCA & AQR. She has presented at local, nation
Susan is an active member of the QRCA and AQR and volunteers for both of these premiere associations. She served two terms on the QRCA's Board of Directors, curated the QRCA-AQR Worldwide Qualitative Conferences in Rome, Budapest, Vienna, Valencia and Lisbon, and serves on as liaison between QRCA & AQR. She has presented at local, national and international conferences, and has guest lectured to MBA students at Northwestern University and the University of Chicago. She serves as a mentor through WIRe (Women in Research) and loves helping the next generation of strategic researchers.