Episode 34 - Susan Baier, Reputational ROI Wizard

Susan Baier helps marketing agencies build ROI and reputation with research. As one of the few, and certainly the best, attitudinal segmentation researchers, she helps clients understand how their customers think and feel in order, which in turn helps them deliver the best possible experiences to their audiences.

A far cry from being a nurse – something she aspired to be until she passed out getting her ears pierced, Susan earned an MBA in Entrepreneurship and Marketing from the University of Arizona. Before she and her sister started Audience Audit, she held senior positions in Brand and Category Management at Dial, Circle K Stores Inc, and ConocoPhillips.

Fiercely independent, Susan surrounds herself with a community of mutual support that she feeds and taps into as a researcher and business owner. Something she wishes she had done  ...