Susan Hayes Sayre
Senior Research Consultant Group Manager @The Directions Group
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WORK HISTORY
Senior Research Consultant Group Manager @The Directions Group
working from home office in Atlanta, GA, US
Led company transformation from market research reporting to storytelling and insights through data visualization resulting in Insights to Impact (i2i) framework adopted company-wide for client-centric critical thinking.• Subsequently led company transformation from quantitative market research to integrated intelligence partner through combining qualitative, quantitative, and bench research to provide holistic context to business problems and solutions.• Developed passion for data quality that has resulted in several re-fields, but also adoption of new quality-checks and company-wide best practices.• Pioneered the use of AI in our research practice, from AI-prompted survey questions to AI-assisted multi-source analysis, while rigorously validating and challenging outputs before they reached clients.• Mentored junior and peer researchers, providing methodological and storytelling guidance that has helped many grow into high-performing, highly regarded insights professionals.
EDUCATION
Carnegie Mellon University
BS, Industrial Management
Georgia State University - J. Mack Robinson College of Business
Master of Science (M.S.), Marketing
SKILLS
ABOUT SUSAN HAYES SAYRE
Senior consumer insights leader with 20+ years of experience and a proven track record translating complex qual/quant data into clear, commercially relevant direction. I specialize in analytical insights—statistical modeling, study and questionnaire design, and multi-source synthesis—paired with strong storytelling and executive-ready deliverables. Recent work includes incorporating responsible AI into survey design and data analysis (validation, bias checks, and fact verification) while retaining full ownership of methodology and conclusions. While my work is anchored in financial services, CPG, and retail, I’ve delivered projects for 200+ brands and clients, bringing broad category perspective and high versatility to the table. I am also well-versed in tailoring the message to individual groups of client stakeholders who can benefit from the insights provided by the voice of the consumer. I firmly believe that it is my job to make my clients’ jobs easier and strengthen their reputation among their internal clients and peers.Specialties: study and questionnaire design, analysis, report writing, presenting, training; dashboard design, storytelling through data; pricing analysis, product optimization, segmentation, attitude and usage, habits and practices; customer satisfaction and loyalty, customer experience management, voice of the consumer, employee satisfaction, text analytics; line optimization, tracking research, concept and product testing, advertising and promotional effectiveness; managing, mentoring; AI-assisted survey design and response generation; AI-driven qual/quant text mining and pattern detection; multi-source data synthesis using AI tools; responsible and ethical use of AI
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