The Benefits of Attitudinal Research, with Susan Baier

June 1, 2022

Episode 53:

This week on the Progressive Agency podcast, I welcome Susan Baier to the show. She’s been a marketing strategist for thirty years and began her company, Audience Audit, in 2009. Susan helps marketing organizations understand their best audiences based on attitudes and needs, rather than just demographics or purchase behavior. Susan shares how research can build your credibility as a thought leader, and give you a year’s worth of valuable content for your audience. Hear insights about:

  • What is attitudinal research and how can you do it with qualitative research tactics
  • How attitudinal research helps marketing agencies and their clients get better results
  • What types of advice do consumers want from their thought leaders
  • Why research helps thought leaders with both strategic and tactical advice
  • How research adds credibility to thought leadership

Relevant and Impactful

Attitudinal research can make your marketing initiatives more relevant, efficient, and impactful.
My guest this week on the Progressive Agency Podcast, Susan Baier, knows that firsthand. She has been a marketing strategist for 30 years and began her company, Audience Audit, in 2009. Today, Susan helps marketing organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She shares how research can make thought leaders more credible and offer more valuable content ideas for marketers and agencies.

The Benefits of Attitudinal Research for Marketers

Proving Them Wrong

Many people think that attitudinal research can only be conducted through quantitative measures, like surveys. However, Susan Baier proves them wrong with her company Audience Audit. She uses qualitative research tactics, like focus groups, to understand the reasoning behind a buyer’s decision. During our conversation, Susan explains how marketing agencies can benefit from understanding the intent of their unique audiences.

Aiding the Buyer’s Decision

In today’s world, buyers conduct so much of their own research before making a purchase. Typically a buyer has already decided to work with you before you have the opportunity to sell to them. This means that your content and credibility as a thought leader are doing most of the work for you. Susan explains how conducting attitudinal research helps you create relevant content for your audience while increasing your credibility in your industry. Listen to the episode to learn more:

How to Connect with Susan Baier:

About Susan Baier:

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful.

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