Blogs by Sara Sutton

  • 12Apr
    What’s New, Pussycat? by Sara Sutton

    Yes, I like the music of Tom Jones and other crooners.

    However, I bring up this tongue-in-cheek, somewhat old-fashioned song for another reason: “What’s new?” is a question that product-oriented companies face all the time. For service-oriented companies, that question is often “What’s different or unique about the services your company offers?”

  • In-home Product Testing Research (HUTs)

    Environmental, social, and corporate governance (ESG) issues have been at the forefront of the news in recent times.

    With environmental consciousness rising, social movements finding greater audiences, and corporate boards being held more accountable for how businesses are run, assessing, planning, and enacting new policies for ESG issues has become increasingly important.

  • In-home Product Testing Research (HUTs)

    Have you heard that the average person has the attention span of a goldfish?

    While that’s an exaggeration, it’s true that marketers have just a few seconds to capture a person’s interest in buying or recommending your product. To do this, companies will often use marketing claims, which are typically short, snappy phrases that pack a punch! Including impactful claims, using words and phrases that resonate with consumers, is an easy way to increase your product’s stopping power and ultimately increase sales.

  • 29Jun
    Insights, Not Oversights! (A Market Research Checklist) by Sara Sutton and Stephanie Trevino
    Bridging Model

    As market researchers, our goals and responsibilities are to deliver thoughtful, accurate, data-driven insights to our partners.

    To do this successfully, we should always ask ourselves these questions: Is this methodology right for the audience, topic, and objectives? Am I being too narrow or making assumptions about my target population? Am I screening and including a representative set of respondents?

  • Customer Loyalty

    Customer loyalty directly improves the bottom line by increasing the lifetime value of each customer.

    This is true in any industry, but particularly in those where the customer will interact with the brand (and its agents) over and over, such as in healthcare, insurance, financial services, travel, etc. Think about the following steps when optimizing the customer experience (and thus, the lifetime value of your customers).


  • In-home Product Testing Research (HUTs)

    It’s always a good idea to test your products among consumers prior to initial launch or subsequent product changes.

    Unfortunately, because fewer and fewer companies are taking this critical step, they are missing key opportunities to improve their products and, ultimately, their odds of market-dominating success. Home-use testing is a surefire way to find out what consumers think about your product.


  • Brand Strategy

    Recently, I attended PMRC, the Pharmaceutical Marketing Research Conference. What struck me most was the discussion about how we, as marketing research practitioners, are not doing enough to drive the use of marketing research.

    From my company’s work providing marketing research and analytical consulting services across many industries, I know that this topic is broadly applicable, so I wanted to share my thoughts on the topic.

  • 29Jan
    Customer Research

    We all inherently know about this trap. We think we know exactly who our customers are, and maybe even what they want or need. But what is this “knowledge” based on?

    Successful market leaders understand that they cannot rely on yesterday’s data to drive tomorrow’s growth. We must constantly seek not only to understand the market, but also to anticipate it, else we risk being yesterday’s market leader.

Contact Decision Analyst

Sara Sutton (, Chief Client Success Officer at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166.


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