Sue Bell

Susan Bell Research

Boutique agency based in Sydney - qualitative specialist, semiotics, sensemaking


I am based inĀ Australia

I conduct all forms of qualitative research – ie focus groups, one on ones, online communities, and ethnography.

I am also highly experienced in semiotics / cultural insight and discourse analysis.

Special interest in communications research of all types, but also highly experienced in NPD

Deep experience in the financial services and food/beverage markets


Qualitative research, semiotics, discourse analysis and sensemaking


I established Susan Bell Research in Sydney in 1994.

It is a boutique agency where we conduct qualitative and quantitative projects. I also have over 20 years experience in semiotics and discourse analysis.

We are ISO 20252 acccredited.

I am a Fellow of the Australian Market and Social Research Society (AMSRS) and a member of ESOMAR.

My qualifications are in English Literature, Linguistics, Psychology and Marketing and I am also studying anthropology

I have been very active in the Australian market and social research industry and a regular speaker at events such as one-day courses in Qualitative Analysis, One-on-One Interviewing, and Semiotics. I have also spoken at NewMR events on qualitative research, qualitative analysis and discourse analysis, and explored social media qualitative analysis.

I am originally fromĀ the UK.


  • Business to business
  • Charities & Not-for-profit
  • Financial
  • FMCG
  • Government, social research, education
  • Grey market

Skills & Services

  • Ethnography
  • International
  • Qualitative
  • Specialist techniques