My Connection Statement


I conduct  customer, stakeholder and user research for financial services, not for profits and government  who need evidence-based data to make better marketing or business decisions.  I start with a free consultation , then design, conduct and interpret research that helps my clients understand how their customers think and behave. 

About Me - My Biography

I conduct customer, user, and stakeholder research, primarily for financial services organisations, not for profits and government.  I also offer two unique services: user testing for written content and qualitative research into sensemaking.

I started my agency  Susan Bell Research in 1994.  I am based in Sydney but conduct research across Australia.


My Expertise

  • I am an experienced customer, stakeholder and user researcher.  I bring thinking from psychology, linguistics, and anthropology to my research. I conduct
  • Qualitative discovery research
  • Surveys
  • User testing for written content
  • Discourse analysis
  • Semiotics
  • I have qualifications in English, Linguistics, Psychology and Marketing, and am currently studying anthropology and the science of language.

My Passions

Work passions: People fascinate me. I really love interviewing people. I could do it all day – I am more of a listener than a talker.

I am an ideas person.  I like to innovate and push myself to do things in new ways.



My Interests

Personal interests: the gym, yoga and pilates.

Reading – I am catching up on the classics at the moment

Lunch with my friends!

How I Can Help Other Members

I can help other members with the wording of survey questions (for example) or helping them work out how to research their customers

Why I Became a HerBusiness Member

I am thinking of changing my business.  I have created a research method called ‘Sensemaking Research’, which could take my agency is several different directions.  Her Business offers structured resources that will help me develop a plan to determine the best direction to go in.