Blogs by Sara Sutton


  • 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 ( is Senior Vice President, Medical Marketing Research at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166.


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