Dr. Karen I. Fischer
Dr. Fischer has been providing strategic and tactical qualitative research for 25 years in a wide variety of industries with Fortune 500 companies. Karenís background is ideally suited to provide the insights necessary for effective strategy, marketing and advertising solutions.
She is a highly skilled interviewer who knows how to put people at ease and establish the rapport necessary for candid disclosure in order to uncover the deeper meanings and cognitive structures that are so crucial to understanding consumersí decision-making. Her work focuses on both directive and projective techniques in order to uncover the key motivations and beliefs that strengthen products, brands, channels, service and communications.
Karenís educational background is grounded in psychology, with a unique entry to the field of market research. She earned a Ph.D. and license in Clinical Psychology, certification as a school psychologist, professional affiliations with the Clinical Society of Hypnosis and Biofeedback Society of America and was an adjunct professor at Thomas Jefferson University Medical Hospital, Philadelphia. Karen had a thriving private practice in psychology that treated adults, families and children, in addition to consulting with public and private schools.
Twenty-five years ago, Karen was invited to a conduct a market research study, using clinical techniques, in order to develop a fresh, new positioning for a brand that had existed since mid-century. At that time, using a psychological approach for brand positioning was novel, and the advertising campaign that developed was so successful, that Karen was asked to repeat the process with additional brands at the same company. Karen soon discovered that her clinical and research background in psychology was ideally suited to the field of market research. After two years of wearing both hats, Karen phased out of her clinical practice, realizing that she truly enjoyed her market research clients and projects.
Due to her dedication to quality and the strength of insights from her qualitative research, Karen has enjoyed relationships with some the same clients for 25 years, and her consulting has been largely based on word-of-mouth referral.