Abby Leafe
Helping marketers use qualitative research to uncover consumer truths and turn them into impactful strategies
- Role
- Principal at New Leafe Research
- Location
- Philadelphia, PA, US
- LinkedIn followers
- 500 followers
About Abby Leafe
Believe it or not, the first focus group I moderated took place in a chat room, long before the days of Zoom. Since then, I\'ve moderated focus groups and one-on-one interviews in research facilities, supermarkets, hotels, hospitals, homes, apartments, and even one luxury LA mansion. And of course, online.I help my clients get the most out of their qualitative research dollar by leading engagements from start to finish, including- Mind melding with internal teams to solidify research objectives- Identifying the best methodology and sample plan to achieve those objectives- Writing a kick-ass discussion guide that goes below the surface and digs deep- Facilitating a great discussion with consumers from every walk of life- Turning the data into true strategic reports with actionable recommendationsI tend to work with two types of clients- Internal market research and marketing folks at large corporations who need to outsource a project from start to finish- Mid-size or large market research firms who don\'t keep qualitative researchers on staff but need to plug in an experienced moderator on a project basisThe best part of this job is getting to learn something new about so many categories, and if you name it, I\'ve probably worked on it in some capacity. Particular favorites are travel/tourism, food & beverage (OK really, CPG of any kind), health and wellness, and B2B tech.I like talking to people so much that sometimes I can\'t shut up about it, so I like to present, both internally for marketing teams and at conferences with other research nerds like me. Got a research challenge and looking for new ideas? Let\'s connect! I love to talk qual. a•••@newleaferesearch.com
Experience
Principal
Oct 2010 — Present · Newtown, PA, US
We are a full service qualitative research boutique helping clients with their thorny marketing questions. We cover all aspects of the research process, from identification of business problem through study design, data collection and marketing implications. We use all methodologies, from focus groups to one-on-ones to in-home and ethnographic work. Passion for technology, including the use of online research tools to help facilitate qualitative data collection and analysis.
Education
S.I. Newhouse School of Public Communications at Syracuse University
M.A., Communication
1997 — 1999
University of Pennsylvania
BA, Communication
1991 — 1995
Skills
- Idis
- Report Writing
- Advertising Research
- Forums
- Primary Research
- Market Research
- Online Moderation
- Video Reports
- Consumer Insight
- Online Focus Groups
- Consumer Behaviour
- Focus Groups
- Online Research
- Market Analysis
- Survey Research
- Interviewing
- Online Bulletin Boards
- Interviews
- Ethnography
- Research
- Quantitative Research
- Marketing Research
- Questionnaires
- Qualitative Research
- Business Insights
- Usability Testing
- Customer Insight
- User Experience
- Competitive Intelligence
- Analytics
- Research Design
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