Susan Bell is both a Fellow of the Australian Market and Social Research Society (AMSRS), and a Fellow of the Australian Marketing Institute (AMI). She runs the boutique micro agency Susan Bell Research. She is skilled and experienced in all forms of qualitative research, semiotics, discourse analysis and quantitative research and has explored social media analysis and text analytics. She has been called a ‘progressive’ qualitative researcher. Her Blog is called BellBird, and she can often be found on Twitter (@SueBellResearch) and LinkedIn.
She has an Honours degree in English & Linguistics, a Graduate Diploma in Psychology, a Marketing Diploma, and Certificates in Advanced Semiotics, and in Plain Language. She has developed and run several training courses for AMSRS and other organisations on qualitative research, qualitative analysis, discourse analysis and semiotics. She has presented papers at 5 AMSRS Conferences (winning Best Paper in 1989). She has been an invited speaker to NewMR on several occasions, speaking on sense-making (in 2017), behavioural economics, online qualitative research and semiotics.
She has been published in;
Co-Presenters: Suzanne Burdon
People have a drive to make sense of their experiences. The process they use to make sense of these experiences is called ‘sensemaking’. This presentation shows how qualitative researchers can use sensemaking when conducting exploratory qualitative research. The concept of sensemaking comes to research from diverse sources including information science, organisational psychology, cognitive psychology and behavioural economics. We have distilled this work into a Framework called ‘SENSE’ which can be used for research projects. One of the potential research applications for sensemaking is in exploratory qualitative research. In this context, exploratory qualitative research is the research method used to understand how a market or category ‘works’ – What motivates people to buy the product or use the service? How do users perceive brand differences? What opportunities are there? The presentation will include a small scale case study into retirement planning. It will focus on how pre-retirees ‘make sense’ of their experiences as they consider retirement. The case study will illustrate the value of the sensemaking concept for research, and provide a practical overview of how to conduct similar research.