Experience, understanding experience


Susan Reale, Founder, REALeResearch:

The Basics:

Susan's first word as a baby was a sentence - "What’s this?” (Honestly! You can ask her mom!)

Ever since, she’s been curious about the “whys” and “whats” of the world, people and how things tick. Not only did becoming a qualitative researcher satisfy this curiosity, Susan truly loves what she does and it is reflected in her work.
  • Susan started in the marketing research field “from the ground up" in 1985 at a San Francisco field research company while she looked for a job in Broadcast Electronic Communication Arts (her major in college). Soon, Susan found out she was very good at interviewing people, analyzing and presenting consumers' insights and feedback. She founded REALeResearch in 2004 and is a passionate advocate of qualitative/ux research and it's benefits. 

The Nitty-Gritty

Susan has delved into the minds and gathered feedback from thousands of people
from all walks of life, for example: 

  • Children
  • Teens
  • Millineals
  • Gen Y/X
  • Boomers
  • Tech-Savvy Consumers - and not so savvy!
  • Urban Avante-Guarde/Trend-setters
  • TV Cable Cord-Cutters
  • CEOs at Fortune 500 Co’s
  • International:  UK, US, China, Singapore, Italy, Germany
  • Pediatric Cardiovascular Transplant Surgeons
  • Chicago mechanics
  • Auto Dealers
  • Auto Mechanics
  • Nobel Prize Winners
  • Auto shoppers
  • Moms and Dads
  • Gamblers
  • People with HIV
  • High-tech / C-Level Executives
  • Nanotechnology Scientists
  • Technology professionals (Engineers to CTO)
  • Small Business Owners
  • Ergonomists
  • People in heavy debt
  • Fashion enthusiasts
  • Beauty enthusiasts
  • Gear Heads
  • Mobile phone users
  • eReader users
  • Tablet Users
  • Community Leaders
  • High-income Investors
  • Visually impaired users
  • ...among many others...
…for multiple industries, from Fortune 500 to Start-Ups, for example:
  • Hi tech/Consumer Electronics (100's of computer, software, consumer electronics)
  • Retail consumer goods (brick & mortar and online)
  • eCommerce
  • tCommerce
  • Financial (100's of finance/banking/investment studies)
  • Telecommunications/Mobile
  • Non-profits
  • International Services
  • Automotive (100+)
  • SAAS
  • Health/Medical
  • Entertainment
  • iTV
  • et al...
… on a breadth of topics:
  • In-Vehicle ‘hands free’ communications
  • eReaders (product development, usability, marketing communications)
  • Interactive TV "T-Commerce"
  • Investor needs
  • Advertising (various media/industries)
  • Parental Control Mobile application exploratory/in-home testing
  • Downloading ringtones
  • Casino slot machine design/usability ethnographies
  • Laptop case design
  • Innovative pet food
  • Consumer debt
  • Auto dealership ethnographies
  • Beauty Store Shop-a-longs
  • Retail employees contextual/on-site interviews
  • JAWS screen reader ethnographies
  • Nanotechnology publications
  • Library resources
  • Employee satisfaction
  • Private Sale shopping
  • New product concepts
  • New product prototypes
  • Application process assessment (financial, insurance, etc).
  • Mobile Phone design
  • Voice "phone tree" usability
  • XHTML interface (mobile phone ‘web’ interface)
  • Wrist rest designs
  • Computer Accessories re-branding campaign
  • eCommerce re-positioning/web universality research (e.g., for Gap Inc)
  • iPhone/RIM/Android app testing
  • ...and many more!

… using a variety of methodologies

  • Focus Groups (e.g., exploratory/brainstorming sessions)
  • Usability Testing
  • User-Experience (UX) one-on-one interviews
  • In-Depth Interviews
  • Phone interviews
  • “Man on the street” intercepts
  • On-Site ethnographies/contextual interviews
  • Web discussion boards
  • et al...