From Numbers to Nuance – Sue’s Journey into the Soul of Market Research
In an industry driven by trends, tech, and tools, Sue—Senior VP and Director of Qualitative Research at RTI Research—offers a grounding voice. With a rich legacy in quantitative methodologies and a thriving career in qualitative research, Sue brings a rare blend of analytical rigor and human empathy to the world of insights.
**The Shift: From Quant to Qual**
Sue's journey is a testament to resilience and reinvention. When COVID-19 disrupted many businesses, including RTI’s quant-heavy practice, she took a bold step. Rather than waiting out the storm, she pivoted—establishing RTI’s qualitative practice and diving deep into moderation, exploration, and human-centered research.
Her insight? People don’t just want answers—they want to be heard.
She enrolled at the Riva Institute, trained intensively, and began applying her years of experience in numbers to the world of narratives. Her quant background never left—it became the scaffolding for more structured, strategic qualitative work.
**From Frosting to Filling**
Sue’s metaphor? Research is like a cupcake. Most marketers want the frosting—the polished insight. But true value comes when you dig in. Her mission is to go beyond the surface, uncovering what consumers really think, feel, and believe. And in today’s age of digital-first everything, that human truth matters more than ever.
**Tools Then vs. Now**
Back in the day, surveys were mailed with a dollar stuffed in each envelope. Field researchers knocked on doors with clipboards. Clients had bigger budgets and more patience. Rigor wasn’t optional—it was embedded in the culture. Sue learned the ropes working with powerhouses like Pepsi, General Mills, and P&G, often inside their research centers of excellence.
Today, tools are faster, flashier, and more digital. AI, predictive analytics, and synthetic data are changing the landscape. But Sue urges caution—especially when big business decisions hinge on insights. “If the CEO asks, ‘What’s the source of this data?’—you better know what you're standing on.”
**Blended Research Is the Future**
Sue champions the “blended” model—quant and qual, not as opposites, but as collaborators. Whether it's exploring the unknown before a survey or diving deeper into quant results to unearth the 'why,' it’s no longer about one or the other.
“Some clients still treat qual and quant like separate planets. But today’s best research is like a galaxy—interconnected, flexible, and orbiting around the business question.”
**AI: Disruptor or Assistant?**
AI’s role in research is growing—from open-end coding to synthetic respondents—but it can't replace human conversation. Sue still believes that as long as there are people on this planet, we’ll want to talk to other people. She’s optimistic about AI as a collaborator, not a competitor.
What’s next? She predicts:
- More blended data sources
- Higher demand for emotional intelligence in researchers
- Tech-powered rigor, but human-powered insight
**Final Advice**
To young researchers: Find mentors. Talk to people. Stay curious.
To brands: Don’t just collect data. Collaborate with consultants who know how to ask the right questions—and listen deeply.
Sue reminds us that insight is not just about information. It’s about connection.
**The Shift: From Quant to Qual**
Sue's journey is a testament to resilience and reinvention. When COVID-19 disrupted many businesses, including RTI’s quant-heavy practice, she took a bold step. Rather than waiting out the storm, she pivoted—establishing RTI’s qualitative practice and diving deep into moderation, exploration, and human-centered research.
Her insight? People don’t just want answers—they want to be heard.
She enrolled at the Riva Institute, trained intensively, and began applying her years of experience in numbers to the world of narratives. Her quant background never left—it became the scaffolding for more structured, strategic qualitative work.
**From Frosting to Filling**
Sue’s metaphor? Research is like a cupcake. Most marketers want the frosting—the polished insight. But true value comes when you dig in. Her mission is to go beyond the surface, uncovering what consumers really think, feel, and believe. And in today’s age of digital-first everything, that human truth matters more than ever.
**Tools Then vs. Now**
Back in the day, surveys were mailed with a dollar stuffed in each envelope. Field researchers knocked on doors with clipboards. Clients had bigger budgets and more patience. Rigor wasn’t optional—it was embedded in the culture. Sue learned the ropes working with powerhouses like Pepsi, General Mills, and P&G, often inside their research centers of excellence.
Today, tools are faster, flashier, and more digital. AI, predictive analytics, and synthetic data are changing the landscape. But Sue urges caution—especially when big business decisions hinge on insights. “If the CEO asks, ‘What’s the source of this data?’—you better know what you're standing on.”
**Blended Research Is the Future**
Sue champions the “blended” model—quant and qual, not as opposites, but as collaborators. Whether it's exploring the unknown before a survey or diving deeper into quant results to unearth the 'why,' it’s no longer about one or the other.
“Some clients still treat qual and quant like separate planets. But today’s best research is like a galaxy—interconnected, flexible, and orbiting around the business question.”
**AI: Disruptor or Assistant?**
AI’s role in research is growing—from open-end coding to synthetic respondents—but it can't replace human conversation. Sue still believes that as long as there are people on this planet, we’ll want to talk to other people. She’s optimistic about AI as a collaborator, not a competitor.
What’s next? She predicts:
- More blended data sources
- Higher demand for emotional intelligence in researchers
- Tech-powered rigor, but human-powered insight
**Final Advice**
To young researchers: Find mentors. Talk to people. Stay curious.
To brands: Don’t just collect data. Collaborate with consultants who know how to ask the right questions—and listen deeply.
Sue reminds us that insight is not just about information. It’s about connection.
Inspired from episode: From Numbers to Nuance – Sue’s Journey into the Soul of Market Research
Listen to the full episode with “Sue Collin” on The Collaborative Canvas Podcast—now streaming on YouTube and Spotify.
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