115: Why people make the decisions they make with Susan Baier

About Susan Baier

Susan Baier is the owner of Audience Audit, a research firm that helps marketers figure out what's going on in the minds of prospects and customers. Her clients include Gap, Kona Grill, The Woolery, AT&T, Jayco, Tufts University and more. Susan has been a marketing strategist for over 30 years and has an MBA in marketing and entrepreneurship and speaks to marketers around the world about audience-based marketing strategy and research.

So why is this approach to research so different? (2:00)

“we do quantitative research. So, it’s not focus groups or anything. But we are really trying to understand what I think is critically important for the marketers. Which is why people are making the decisions they are making.”


What should I do if I can’t afford research or don’t have enough customers yet? (7:15)

“a lot of us are in that situation, I have a small business too and you’re not always in a place to sort of validate what you think is going on.”


What’s the most unexpected thing you got from social contact? (13:20)

“years ago, when I first started my company, Audience Audit, is because I had been laid off. The recession had hit, I was helping to run an advertising agency. I ran a program for about four years called laid off camp…”


How do you stay in front or best nurture your network community? (19:00)

“certainly prior to three to four years ago, super active on social, twitter, Facebook and whatever. And I feel like I’m one of those people who has really backed off of that a lot. I found that…”


What advice would you offer to the business professional who is looking to grow their network? (25:15)

“Number one piece of advice is to volunteer.”


If you could go back 20 years, what would you tell yourself to do more or less of regarding your career? (31:10)

“I would encourage my 20-year old self to make sure the train I was on was going somewhere I wanted to be.”


Any final words of advice for our listeners? (40:30)

“just don’t give up. Try to find people who are willing to support you and sort of mean coach you when you need a kick in the butt to do something…”


You can get in contact with Susan at:

Tweet at her: @susanbaier


Find her on LinkedIn: @susanbaieraz