Susie Mullen

Impact Measurement Services


Freelance data analyst and market researcher with over 20 years’ experience in a range of sectors


Quantitative Research: Survey design and analysis | Segmentation: Usually based on survey research and enhanced by focus groups or depth interviews | Qualitative Research: Focus groups and depth interviews


I am a freelance data analyst and market researcher.

I use a combination of market research techniques to enable organisations to understand what’s really going on. This could be understanding a very  specific problem or understanding a whole audience group.

Recent examples of my work include:

  • Working in partnership with a large public sector organisation to understand how staff were likely to respond to a proposed (and significant) policy change. This work was done through online focus groups with employees.
  • Using the results of a large, multi-country, survey to complete an audience segmentation and ‘golden question allocator’ for a manufacturer of baked goods. I did this work as an associate for a management consultancy who do not have the in-house statistical expertise required to develop the segments and complete the algorithm.
  • Working in partnership with a software company I developed a survey and analysed the results to understand how the charity sector was adapting to new ways of working as a result of the COVID-19 pandemic.
  • Helping a small charity to understand what training tools they needed to develop to ensure volunteers were able to complete their roles effectively during the pandemic. This was done through a series of depth interviews to identify needs and test solutions.


I began my career working for ACNielsen where I completed a series of client management roles for a wide range of clients including a short stint in the US.

I left Nielsen to join dunnhumby where I was involved in a range of different projects from setting up a research panel to developing and implementing a customer segmentation for a retailer.

I spent a year or so working client side as head of strategy and planning for a retailer. This gave me the opportunity to commission and use research.

After that, I moved into the charity sector as head of data and insight for an international development charity.