About the Author

For over 30 years, Susan Opalka’s professional career was in market research and marketing. Her responsibilities were to analyze market conditions, new trends and directions; to identify target markets; to understand consumers’ behavior and motivations; and to understand the competitive environment. Over the years she has conducted hundreds of large, quantitative research studies, moderated hundreds of focus groups and one-on-one interviews. Her focus was on the anthropological and social aspects of business marketing.

She worked at Foote, Cone, Belding Advertising Agency in San Francisco in the research department aiding clients such as Levi’s and Clorox. For years, she identified target markets and new product opportunities for Apple Computer. In Arizona, she was the Marketing Research Manager at APS, the Director of Competitive Intelligence at Motorola, and the Marketing/Market Research Director at Sage Software.

Susan also taught graduate-level classes for over 20 years in marketing, market research, consumer behavior, new product development and organizational leadership at Keller Graduate School of Management.

Since her retirement, Susan has continued her interest in ethnography, generational marketing and monitoring social trends and new directions.  She currently lives in Phoenix, Arizona.


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