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About Elizabeth (Betsy)

I have a passion for figuring out what makes people tick, and helping companies learn how to harness consumers’ perceptions, beliefs, and behavior in ways that help them market their products better.

Under the most rational  explanations consumers give, lie a rich host of feelings, associations,childhood memories, conscious, and unconscious reasons for why they behave as they do.

Harrington Research Associates was formed with the idea of uncovering that richness in ways that help businesses reach more consumers more effectively, while retaining their loyal base.

I have over 20 years of experience in market research.  My last position (15 years) was Vice President at Weinman Schnee Morais Inc.  I supervised and conducted market research, qualitative and quantitative, in a wide range of industries, including consumer as well as business to business research.  I maintained long-term relationships with clients including Fortune 500 companies – in some cases spanning 10 years or more.

For the last few years at WSM, I specialized in qualitative research.  I have conducted hundreds of qualitative studies, using focus groups: dyads, triads, and mini-groups, in-depth interviews, ethnographic/observational research, shop-alongs, and variations of them all.

My grounding and perspective for all this comes from studying psychology (I have a doctorate in developmental psychology), and attending lectures and workshops at IMP (Institute for Modern Psychoanalysis).

I’ve also learned from consumers over the last years, adopting a large and growing toolbox of projective, and other techniques to find just the right tool for a particular product or marketing objective.In the last year, I’ve been writing for, on topics including market research and business.  I look forward to blogging about qualitative research – where it’s been, and where it’s going in the future.

One Comment leave one →
  1. September 19, 2011 10:25 am

    Hi Elizabeth,
    Look forward to reading your work and sharing. I set up an run Lumiere Business Solutions (, a qualitative research firm in India. Look forward to being in touch.

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