Sara has built a career around investigating consumer attitudes, opinions and behaviors. Prior to joining S-F, she held research management positions in advertising (Arnold Associates-Boston, Young & Rubicam-Detroit) and within the service industry (First Chicago NBD). Sara has extensive experience in survey design and analysis, user observation and product usability testing. She is a veteran interviewer and moderator, having conducted hundreds of focus groups and depth interviews. Sara continually crafts unconventional and innovative methods for obtaining meaningful User and Stakeholder insights that fuel the creative process and lead to breakthrough product solutions – including S-F’s proprietary, quantitative approach to Concept Styling Selection (MAPSS).