Pat Sabena
Principal, Sabena Qualitative Research Services
- Role
- Consultant at Sabena
- Location
- Fairfield, CT, US
- LinkedIn followers
- 500 followers
Experience
Consultant
Jun 1965 — Present · Fairfield, CT, US
Sabena Qualitative Research Services is an experienced and well-known marketing research consultancy conducting both US and global qualitative research. We provide custom qualitative research to companies and organizations—across a broad range of categories—to deliver insight mining, strategic guidance, innovative solutions, and concept, ad, brand, product, packaging, brochure and corporate development. Pat specializes in gathering and interpreting insights from professionals (physicians, dentists, nurses, pharmacists, executives, attorneys, educators) and consumers (women, men, patients, boomers, elderly, teens, kids). Methods include face-to-face focus groups, mini-groups, triads and dyads, and one-on-one in-depth interviews, as well as online discussion boards (with or without mobile hybrid) and teledepth phone interviews. Pat has conducted more than 8,500 focus groups and 4,500 one-on-one interviews since 1965.We have pioneered qualitative research techniques involving psychographic segmentation, joint-decision making, perceptual mapping, projective psychodrawing, storytelling, archetypes, category management, and contemporizing brand equity.Pat was president of QRCA, the Qualitative Research Consultants Association, from 19••••98. Pat is a leading speaker at qualitative research conferences and peer workshops worldwide.
Education
Duquesne University
BS, Marketing
1959 — 1963
Hunter College MA Psychology
M.A., Psychology
1972 — 1978
Skills
- Questionnaires
- Market Analysis
- Brand Loyalty
- International Research
- Management
- Focus Groups
- Questionnaire Design
- Customer Insight
- Strategic Consulting
- Advertising
- Shopper Marketing
- Ethnography
- Brand Equity
- Research
- Positioning
- Research Design
- Qualitative Research
- Online Moderation
- Subjects
- Consumer Insight
- Strategic Thinking
- Competitive Analysis
- Market Intelligence
- Business Insights
- Quantitative Research
- Marketing Research
- Survey Research
- Online Research
- Report Writing
- Interviews
- Product Innovation
- Projective Techniques
- Consumer Behaviour
- Public Speaking
- Primary Research
- Analytics
- Competitive Intelligence
- Marketing Strategy
- Brand Architecture
- Data Analysis
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