Shows
The Intangible BrandEp 14 - Perspective Over Demographics | Susan BaierWatch this episode on YouTubeIn this episode of The Intangible Brand, Jerry and Carl sit down with Susan Baier, founder of Audience Audit, to explore how professional service firms can build stronger brands by understanding what their audiences actually believe, not just who they are on paper.Susan explains why demographics and generic personas often fall short, and how attitudinal research helps firms sharpen their point of view, create more relevant thought leadership, and earn trust over time. We talk about what clients really expect from expertise-led brands, how original research becomes a long-term...
2025-12-1755 min
Sell With AuthorityThe Research Behind Building Trust Faster, with Susan Baier and Hannah RothToday's episode of Sell With Authority marks an exciting milestone in our special series on trust and distrust in the agency sales process. Over the last several episodes, you've heard from agency leaders who've generously shared how they work to build trust — through their content, through the relationships they nurture, and through the way they lead their teams. For today's conversation, we're moving into the next evolution of the series. We're shifting from practice to proof. Predictive ROI and our friends at Audience Audit are partnering on a five-year longitudinal research study on tr...
2025-12-0342 min
Real America’s VoiceLive From Studio 6B - Friday, October 24 2025Live From Studio 6B - Friday, October 24 2025 1 - Live from the AFW, Checking in with the boys, Roundtable on Arctic Frost probe 2 - World Series starts, Kash Blasts Stephen A., NBA scandal, Inflation Roundtable 3 - Diaper Diplomacy of Kash on NBA Scandal, Enten Poll, Economy Roundtable 4 - KDJ with Anthony, Slick has Sports, Trump sends Aircraft Carrier to Venezuela 5 - KDJ with Matt, CRAZYTOWN, NYC Election and Mamdani, FBI wiretaps muslim meeting 6 - Damon pays bills, KDJ with Allen from Illinois, Sports, Bret Baier challenges Pritzker
2025-10-251h 36
WETR PodcastsThe Bret Baier Podcast - All-Star Panel: Israel-Hamas Ceasefire Draws Bipartisan PraiseIn a historic moment for the Middle East, Israel and Hamas have agreed to the initial stages of a peace proposal put forth by President Trump, releasing all hostages and detainees, while putting a pause on the brutal fighting that has overtaken the region for the last two years.
Former Deputy Chief of Staff to George W. Bush Karl Rove, USA Today Washington Bureau Chief, Susan Page, and FOX News Middle East Correspondent Steve Harrigan discuss the latest developments
in the Israel-Hamas conflict, before turning their attention back home to
analyze the ongoing government shutdown.
...
2025-10-1516 minWETR PodcastsThe Bret Baier Podcast - One-on-One: Secretary of Transportation Sean DuffySecretary of Transportation and Acting NASA Administrator
Sean Duffy joins Bret to address President Trump’s stance on space
exploration, reacting to a statement from former astronaut and current Senator Mark Kelly (D-AZ) published in the New York Times in early August.
Later, Bret is joined by FOX News Chief Political Analyst
Brit Hume, Washington Bureau Chief at USA Today Susan Page and FOX News Radio Political Analyst Josh Kraushaar to discuss the meeting between Chinese President Xi Jinping, Russian President Vladimir Putin, Indian Prime Minister Narendra Modi and North Korean Leader Kim Jong Un, as we...
2025-09-0519 minWETR PodcastsThe Bret Baier Podcast - All-Star Panel: President Trump’s “Biggest Deal Ever”While Democrat approval ratings fell to a 35-year low, President Trump successfully cinched a trade deal with the EU, paving the way for years of productive trade between the two nations, but controversy surrounding the Epstein files continues to overshadow the President’s successes.
USA Today Washington Bureau Chief Susan Page, FOX News
Senior White House Correspondent Jacqui Heinrich, and Host of 'The Trey
Gowdy Podcast,' Trey Gowdy, discuss President Trump’s recent agreement with the EU, President Trump’s gradual transition from “America First” to “Dealmaker in Chief,” and the political consequences of a potential Ghi...
2025-07-3019 min
Build a Better Agency PodcastEpisode 504 Explore the Findings of the 2025 Agency Edge Research with Susan BaierWelcome to a timely episode of Build a Better Agency! This week, host Drew McLellan is joined by research partner Susan Baier from Audience Audit to unveil the results of the 2025 Agency Edge Research, fresh from its debut at the Build a Better Agency Summit. Together, they dig deep into how agency clients really feel about artificial intelligence—where they're embracing it, where they're hesitant, and what they truly want from their agency partners as AI becomes an ever-more central part of the marketing landscape. Susan and Drew break down the study's findings, revealing surprising good news fo...
2025-06-0249 minBuild a Better Agency PodcastEpisode 501 Research Insights from Agency Core with Susan Baier and Brian GerstnerWelcome to a compelling new episode of Build a Better Agency! This week, host Drew McLellan is joined by familiar faces Susan Baier from Audience Audit and Brian Gerstner from White Label IQ to discuss the findings of the 2025 Agency Core research study. Together, Susan and Brian have launched Agency Core, a nonprofit initiative dedicated to providing agency owners with powerful, unbiased data about what's really going on in the agency world—and the latest results are as sobering as they are enlightening. Drew, Susan, and Brian unpack the study's in-depth findings, based on responses from over 700 ag...
2025-05-1256 min
Better Experiences by Design™Stand Out Moments From Season 1: Insights from 2024’s Industry LeadersWelcome to a special episode of Better Experiences by Design! In this episode, we revisit some of the most impactful moments from the past year, featuring seven remarkable leaders across various industries. Together, these thought leaders share invaluable insights into key themes like understanding your audience, building a strong company culture, mastering effective communication, achieving personal excellence, and driving growth through adaptability and leadership.Whether you’re looking to enhance your business development strategies, improve employee experience, or inspire your team to perform at their best, this episode brings together actionable takeaways to help you create better ex...
2025-01-0734 minSell With AuthorityHow to Measure the Metrics that Matter, with Susan BaierI am super excited about this very special episode of Sell with Authority — because we've got something extra special for you. We invited Susan Baier — the Founder and CEO of Audience Audit and our brilliant research partner here at Predictive ROI — back for a rock-solid encore interview. When we go into the field to uncover the golden nuggets of insight that we turn around and share with you, it's Susan and her incredible team — alongside our very own Hannah Roth, Predictive's Director of Strategy and resident Mad Scientist — who are doing all of the digging and heavy lifti...
2024-12-1851 min
Over A Pint Marketing PodcastSusan Baier: What Clients Want From Agencies#139 Susan Baier runs the show at Audience Audit, Inc. – a marketing firm helping small to mid-size advertising agencies stand out. Earlier this year Audience Audit and the Agency Management Institute conducted and presented findings from The Agency Edge research series. This is the 10th year they have been running this study. This custom research is designed to help marketing agencies better understand their clients, their prospects, and even their employees. In this podcast, we go deep into the research findings. If you're in the ad ga...
2024-11-141h 02Build a Better Agency PodcastLaying cobblestones for effective agency thought leadership with Susan BaierIt's no secret that new business for agencies was brutal in 2023. And for some in 2024, it's been equally difficult. So, for 2025, we want to challenge you to get unstuck from those difficult sales cycles and lay the groundwork for some new energy as we come to the end of this year. This week, Susan Baier joined me again to help us look at the agency sales cycle a little differently. Next year, it's all going to be about using research studies to build your thought leadership portfolio, create cobblestone content, and attract right-fit clients with little...
2024-11-0459 min
Cocktails With FriendsS2 Ep. 13 Cocktails with Friends: Lead with Value - a Conversation with Susan BaierIn this episode of Cocktails with Friends, host Bob Cutler sits down with Susan Baier, founder and CEO of Audience Audit, to discuss the art of thought leadership and how to share your expertise in a way that truly makes an impact. Susan shares insights from her research and experience, offering practical advice on how to authentically position yourself as a thought leader, no matter your industry. Whether you're a bartender, chef, or business owner, Susan's advice will help you turn your passion into influence. Main Topics: What it means to be a thought leader
2024-10-2529 min
RealClearPolitics PodcastKamala Harris' Appearance with Bret Baier on Fox News, New Polls, and Donald Trump’s Appearance on UnivisionAndrew, Tom, and Carl discuss reactions to last nights’ appearance on Fox News of Kamala Harris in an interview conducted by Bret Baier. They also talk about some new polls and Donald Trump’s appearance yesterday on Univision before an audience of undecided Hispanic voters. Then, Andrew talks to Mike Leon, host of the podcast "Can We Please Talk?", about Trump and Hispanic voters in swing states and in Florida. And finally, Carl talks to RCP national political correspondent Susan Crabtree about her reporting on the Secret Service and the FBI response to what a local sheriff called a “third assass...
2024-10-1845 minBetter Experiences by Design™Clients Are Speaking, Are You Listening? How Client Research Can Give You a Competitive Edge with Susan BaierIn this insightful episode, host Susan Quinn sits down with marketing strategist and research expert Susan Baier, Founder and CEO of Audience Audit, who shares her unique approach to understanding your audience. Through attitudinal segmentation, she gets to the core of what’s most important and how organizations can use this information to better serve their clients.In this episode, you’ll hear:The power of research in demonstrating your firm’s thought leadership.The significance of attitudinal research in thought leadership and marketing.How to gather feedback and, in tur...
2024-09-1925 min
Agency Rainmaker TVHow To Be A Thought Leader With Susan BaierOur agency rainmaker of the week is Susan Baier. Susan Baier is the founder and CEO of research agency Audience Audit Inc., which helps agency owners, authors, speakers, and experts build their reputation and ROI with research. She’s worked in marketing strategy for nearly 40 years in agencies and Fortune 500 organizations.
Susan has provided original custom research for hundreds of business owners and thought leaders, including Jay Baer and Neen James. She has spoken at INBOUND, Content Marketing World, Build a Better Agency Summit and other marketing and agency conferences, and her work has been featured by Fo...
2024-09-1106 min
How We Heal with Ryan PinkValuing Oneself Enough to Set Boundaries (Susan Baier)In this conversation, Susan Baier shares a formative moment in her adult life when she consulted with her father, who was a world renowned plastic surgeon, about liposuction. In this discussion he suggested she get other work done instead to improve her appearance. This experience emphasized her deep-seated insecurities about her appearance and her father's lack of belief in her being good enough. It fed into to a life-long struggle with self-worth and a realization that she needed to question the voices in her head that were not her own. Over time, she has learned to recognize a...
2024-07-2553 minBuild a Better Agency PodcastImproving client-agency trust and other takeaways from the 2024 Agency Edge Research study with Susan BaierEvery year, we go out into the field to understand the biggest pain points and priorities for both agencies and clients. This year, we took data from the 2024, 2019, and 2014 Agency Edge Research studies to compare how client expectations have changed over the years. This year, the burning issue was client-agency trust — what clients look for in an agency, how an agency can retain clients, and what causes a client to look elsewhere for another agency. To help make sense of all the changes, Susan Baier from Audience Audit joins us to discuss what agencies ca...
2024-06-1752 min
KEEP IT CLEAN, For Happier YOU!How To Let Go Of Stuff, Show #4Not to be missed, our very first four shows are dedicated to stuff. To help unravel the mystery of buying and holding to our 'precious' STUFF, and how to let GO, we have three of the best Certified Professional Organizers in the United States and Canada.INTROWhat STUFF you ask? From the cleaners collecting dust under the kitchen sink; to closets overflowing with clothes, clothes that haven't been worn for years; stuff in the attic, the basement, the garage; not to mention renting storage space to hold more stuff!...
2024-06-1033 minKEEP IT CLEAN, For Happier YOU!How To Let Go Of Stuff, Show #3Not to be missed, our very first four shows are dedicated to stuff. To help unravel the mystery of buying and holding to our 'precious' STUFF, and how to let GO, we have three of the best Certified Professional Organizers in the United States and Canada.INTROWhat STUFF you ask? From the cleaners collecting dust under the kitchen sink; to closets overflowing with clothes, clothes that haven't been worn for years; stuff in the attic, the basement, the garage; not to mention renting storage space to hold more stuff!...
2024-06-0229 min
KEEP IT CLEAN, For Happier YOU!How To Let Go Of Stuff, Show #2Not to be missed, our very first four shows are dedicated to stuff. To help unravel the mystery of buying and holding to our 'precious' STUFF, and how to let GO, we have three of the best Certified Professional Organizers in the United States and Canada.INTROWhat STUFF you ask? From the cleaners collecting dust under the kitchen sink; to closets overflowing with clothes, clothes that haven't been worn for years; stuff in the attic, the basement, the garage; not to mention renting storage space to hold more stuff!...
2024-05-2730 min
KEEP IT CLEAN, For Happier YOU!How to Let Go of Stuff!Not to be missed, our very first show is dedicated to stuff. To help unravel the mystery of buying and holding to our 'precious' STUFF, and how to let GO, we have three of the best Certified Professional Organizers in the United States and Canada.INTROWhat STUFF you ask? From the cleaners collecting dust under the kitchen sink; to closets overflowing with clothes, clothes that haven't been worn for years; stuff in the attic, the basement, the garage; not to mention renting storage space to hold more stuff!SUMMARY
2024-05-1929 min
Agency LifeThe 3 Keys to Thought Leadership That Drives ROI w/ Susan BaierHow can you leverage thought leadership to gain new followers, win new clients, keep them longer and increase referrals for your agency?Susan Baier, Founder of Audience Audit, where they help agencies create thought leadership content based on quantitative research that builds trust with potential clients, has seen thought leadership done well (with great results) and has seen it done poorly (with wasted time and money).Based on her team’s on research into the topic, in today’s conversation you’ll hear from Susan:The 3 specific elements you have to have to execute great...
2024-05-161h 00
Systematic LeaderThe Relentlessly Helpful Approach: Susan Baier on Success through GenerosityIn this interview, you’ll learn about why emphasizing the importance of understanding audience problems and being relentlessly helpful is so important to success. Susan Baier is a marketing expert that focuses on helping business owners with research. One of my favorite parts of this interview is why it’s so important to be relentlessly helpful.
Highlights from the Interview
Thought leadership and building trust with audiences
Susan explained how research shows audiences want thought leaders addressing new, helpful perspectives from those they trust, advising focusing on p...
2024-02-1359 min
Agency LifeWhat We Learned by Surveying 500+ AgenciesOver 500 agencies surveyed. Agencies from around the world with different specialities: marketing, creative, web development & PR agnecies included.Agencies of all sizes, from those with less than 10 to those with more than 500 employees.The team here at Teamwork.com recently partnered with Audience Audit, a research agency who focuses on this sort of analysis for agencies themselves, to take on an extensive analysis of the state of agency operations.In The State of Agency Operations Report, you'll find insights into how you as an agency leader (and your company) benchmark against y...
2023-09-281h 02
Barn Banter by Horse IllustratedEp11-Equestrian physical therapy and interior designCo-hosts Raquel Lynn and Susan Friedland talk to Allie Baier, a Doctor of Physical Therapy and founder of EquiPT, and Lyndsay Hunter of Hunter Design equestrian-inspired interior design firm. Plus, hear about the ASPCA Right Horse adoptable horse of the month, Draco. Special thanks to our title sponsor, Straight Arrow Products. For special subscription rates on Horse Illustrated and Young Rider magazines just for podcast listeners, click here.For special subscription rates on Horse Illustrated and Young Rider magazines just for podcast listeners, click here.
2023-09-1454 min
Mindfulness Manufacturing99 How To Be Relentlessly Helpful with Susan Baier"What else can I do to help?" For Susan Baier, the founder and president of Audience Audit, this question changed the trajectory of her career when she received generous assistance as a recent college graduate. She now gives back through her work with Audience Audit, where she helps businesses grow their ROI through transformational thought leadership reputations and stronger marketing. In this episode, Susan joins me to share her story and insights about how leadership can shift their mindset and find ways to be "relentlessly helpful" in their organizations and lives. 2:08 – To be relentlessly helpful, ask other wh...
2023-09-0627 minBuild a Better Agency PodcastThe ROI of making your existing clients happier with Susan BaierIt's that time of year again — we're evaluating the 2023 Agency Edge Research study, where we polled people who hire agencies about what they expect from agencies and what gets them to open their wallets for us. Despite a challenging year of having to find creative ways to get existing clients to spend more money with us, a lot of good news came out of this study. Overall, existing clients with larger budgets are much more willing to stick with an agency and spend more money if we present them with a compelling reason to do so...
2023-06-1949 min
Destination On The LeftCollaboration as a Business Strategy: Insights from Industry Leaders, with Susan BaierA marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. On this episode of Destination on the Left, I talk with Susan Baier, my research partner in our latest research study on my favorite subject of collaboration. We share the insights uncovered about how to operationalize collaboration and...
2023-04-2643 min
Welcome To Eloma#53: Making Business Personal: New Research Release with Kiley Peters“80% of the women owners that we surveyed said it's extremely important to hire and develop other women in their industry,” shares host Kiley Peters, CEO and founder of RAYNE IX. With the help of friend Susan Baier and her team at Audience Audit, Kiley conducted original research on women small business owners and how they defined success for themselves.When surveying several hundred female small business owners, the data began to show three distinct segments. These segments are the believers, support seekers, and parody perceivers. Depending on which segment they fall into, some women business owners may not...
2023-03-0831 min
Uncharted JourneyEpisode 34 - Susan Baier, Reputational ROI WizardSusan Baier helps marketing agencies build ROI and reputation with research. As one of the few, and certainly the best, attitudinal segmentation researchers, she helps clients understand how their customers think and feel in order, which in turn helps them deliver the best possible experiences to their audiences.A far cry from being a nurse – something she aspired to be until she passed out getting her ears pierced, Susan earned an MBA in Entrepreneurship and Marketing from the University of Arizona. Before she and her sister started Audience Audit, she held senior positions in Brand and Category Ma...
2023-03-0733 min
The Home Builder Digital Marketing PodcastOnline Buying Behavior Research Study - Blue TangerineThis week is a special episode of The Home Builder Digital Marketing Podcast where we share a recorded webinar Greg did with Susan Baier of Audience Audit. In this webinar, they discuss the proprietary attitudinal research study that Blue Tangerine conducted to understand better how home buyers interact with home builders online. https://www.buildermarketingpodcast.com/episodes/153-online-buying-behavior-research-study-blue-tangerine
2023-02-2241 minAgency Rainmaker TVHow Smart Agencies Conduct Thought Leader Research With Susan BaierOur agency rainmaker of the week is Susan Baier. Susan Baier is the founder of Audience Audit Inc., which helps marketing agencies and thought leaders build ROI and reputation with research. Audience Audit’s mind-blowing attitudinal segmentation research provides quantitative insights into how audiences feel about a particular challenge, topic, or purchase decision. The agency has provided original custom studies for hundreds of agencies and their clients, including Gap, Tufts University, Jay Baer, AT&T, Pella Windows, Jayco, and more.
Susan regularly speaks at national marketing conferences and on marketing podcasts. Her work has been featured by For...
2023-01-1425 minBuild a Better Agency PodcastHow does your employee satisfaction stack up? - Agency Edge Research analysis 2022 with Susan BaierWhat makes an employee want to stick around at your agency? Every year since 2014, we've been doing the research and compiling it into our Agency Edge Research to help agency owners get to the bottom of how to maintain employee satisfaction. We expected certain things like financial compensation and work-from-home flexibility to be most important this year. Still, we were surprised to find many other desires shining through that have nothing to do with money. This year, Susan Baier returns to help me break down our findings. In our analysis, we'll highlight three categories that...
2022-09-1959 minWelcome To Eloma#13: Understanding Your Audience with Susan BaierIn entrepreneurship you might find yourself balancing a lot of things to make your business successful. But to be most effective, you need to know your audience. Susan Baier shares different perspectives or ways to help your prospects with what they’re struggling with. Discover the key elements that can guide you to opportunities that will be the most beneficial for you and your audience. Your greatest asset is your relationship with your customers, and understanding how your services and products could be of help to them. Highlights 05:53 About 70 percent of our work now - 70 to 8...
2022-06-0139 min
The Progressive Agency PodcastThe Benefits of Attitudinal Research, with Susan BaierThis week on the Progressive Agency podcast, I welcome Susan Baier to the show. She’s been a marketing strategist for thirty years and began her company, Audience Audit, in 2009. Susan helps marketing organizations understand their best audiences based on attitudes and needs, rather than just demographics or purchase behavior. Susan shares how research can build your credibility as a thought leader, and give you a year’s worth of valuable content for your audience. Hear insights about: What is attitudinal research and how can you do it with qualitative research tactics How attitudinal research helps marketing agencies and...
2022-06-0115 minDestination On The LeftThe Magic of Collaboration, with Nicole MahoneyWith a talent for creating special events that blossomed while working for my dad's car stereo shop, Nicole got her start in marketing at Frontier Field in Rochester and began serving as the executive director of the internationally known Lilac Festival. Later on, she headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts "Destination on the Left," a highly successful tourism marketing podcast. As a business...
2022-03-2323 min
On Top of PR with Jason MuddHow brands feel about their abilities to endure the recession with Drew McLellan and Susan BaierSend us a textDrew and Susan discuss their findings from the eighth annual Agency Edge Research Series, using input from approximately 1,200 clients in the U.S. spanning multiple industries. This study explores how clients feel about their organization’s ability to endure the recession, the actions they’ve already taken, and how likely they are to make changes that could either positively or negatively affect their agencies.Guests:Susan Baier is the CEO of Audience Audit and has been a marketing strategist and researcher for more than 30 years. She crafts cust...
2022-02-1533 min
Anime Boomers PodcastAnime Boomers Live Featuring Mister MetokurGrab your pill bottles and get ready to shake them like maracas, because the leader of the Sweetie Squad drops by the Anime Boomer Podcast to talk about all those crazy Japanese cartoons and mangoes. Featuring special guest Mister Metokur, with Spooky Weebtrash, Flamenco, Cody Baier from Anime Outsiders, and Gator. Jim talks about some of his favorite anime, Spooky reveals some deep, dark personal problems, Cody drops some recommendations, Flamenco reveals his favorite genre of the non-consensual variety, Gator answers the "Gunt Question," the Boomers watch two nerds fighting in trip pants while quoting Kingdom Hearts, Vic's case...
2022-01-213h 04Build a Better Agency PodcastThe 2021 Agency Edge Research Series with Susan BaierUnderstanding how clients view the agency relationship is key to making the most of that partnership. Every year since 2014, AMI and Audience Audit have brought you The Agency Edge Research Series to hopefully give helpful insights into what clients and prospects are looking for when working with agencies. The 2020 research correctly indicated that 2021 was going to be very robust for agency business. This year's study was built to better understand the thinking behind this growth on the client side, in particular how this explosion in engagement affected how they thought about their agency relationships. The Agency Edge...
2021-12-0645 min
Marketing Mistakes (And How To Avoid Them)The Importance Of Audience ResearchIn today’s episode, Stacy sits down with Rand Fishkin, who is the Co-founder and CEO of SparkToro, a Seattle-based tech start-up that provides tools for audience intelligence and market research. He is also the author of Lost & Founder: A Painfully Honest Field Guide to the Startup World. The two discuss the importance of better knowing your audience, as well as the downfall of creating a fictionalized avatar. Rand also shares why he believes it’s best not to invest all your money in Facebook or Google ads. Check here for some notes
Hollywood Branded Refresher Episodes
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2021-11-3034 min
Show-Me Institute PodcastMoSchoolRankings.org launch, Sam Page Requests More Money and Who Will Pay for Flowers?Find your school at MoSchoolRankings.org
Susan Pendergrass, David Stokes and Corianna Baier join Zach Lawhorn to discuss the launch of The Missouri School Rankings Project and MoSchoolRankings.org, a report that Sam Page is asking the St. Louis County Council to use federal stimulus money to avoid budget cuts and the future of the downtown St. Louis Community Improvement District.
Produced by Show-Me Opportunity
2021-10-2129 min
Show-Me Institute PodcastNew Test Scores for Missouri Schools, Development Developments in Webster and Food Truck PotpourriDavid Stokes, Corianna Baier and Susan Pendergrass join Zach Lawhorn to discuss the just released preliminary test scores from last year, a multi-million dollar development planned for Webster Groves and cities around the state debate regulations for food trucks.
Produced by Show-Me Opportunity
2021-09-1727 min
RestorationNinja Profit$Episode 47 - From Muppets to OrganizerMy guest today is Matt Baier. The Matt Baier Method was developed during Matt’s tenure as Head of Design Services at the Jim Henson Company, home of the Muppets. His promotion from art director to department head arrived with half the staff, working in half the space, with 25% more work in demand. To succeed, Matt relied on a skill that came as naturally to him as breathing: ORGANIZING. As a result, his department increased production tenfold.In 2004, Matt switched careers to Professional Organizer and started Matt Baier Organizing, LLC, which specializes in team clutter relief. Matt appears re...
2021-08-1125 min
Show-Me Institute PodcastMissouri is Not Ready for the Next Recession - Corianna Baier & Elias TsapelasSusan is joined by Corianna Baier and Elias Tsapelas to discuss how prepared Missouri is for the next economic downturn.
Read their full report here: https://bit.ly/3xINSrS
Produced by Show-Me Opportunity
2021-07-1432 min
Addressing the ELEPHANT in the Room®Identifying Your Target Audience, with Susan BaierA marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful.What you will learn in this episode:Why it’s respectful to “leave some people out” when identifying your ideal customerHow having a clear niche impacts the success of your businessHow Susan was able to discover her ideal...
2021-07-1438 min
Onward NationCollaboration research as cornerstone content, with Nicole MahoneyWith a talent for creating special events that blossomed while working for her dad’s car stereo shop, Nicole Mahoney got her start in marketing at Frontier Field in Rochester and she began serving as the executive director of the internationally known Lilac Festival. Later on, Nicole headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left”, a highly successful tourism marketing podcast. As a b...
2021-07-0744 min
OUTdriveAudience Segmentation Through Quantitative Research, with Susan BaierAge range, gender, income - these are the demographics marketers have built their business on for years. However, those traditional categories ignore the most important part of the buying process: the complexity of human behavior and decision making. In this episode of OUTdrive, Cliff visits with Susan Baier for an in-depth look into using quantitative attitudinal audience segmentation research to serve clients. Susan is the head honcho at Audience Audit, a research company that specializes in thought leadership, audience segmentation and brand equity. She developed her expertise in audience-based marketing research over more than 30 years in marketing...
2021-06-2944 minOUTdriveAudience Segmentation Through Quantitative Research, with Susan BaierAge range, gender, income - these are the demographics marketers have built their business on for years. However, those traditional categories ignore the most important part of the buying process: the complexity of human behavior and decision making. In this episode of OUTdrive, Cliff visits with Susan Baier for an in-depth look into using quantitative attitudinal audience segmentation research to serve clients. Susan is the head honcho at Audience Audit, a research company that specializes in thought leadership, audience segmentation and brand equity. She developed her expertise in audience-based marketing research over more than 30 years in marketing...
2021-06-2944 minDestination On The LeftThe Power of Collaboration in the Travel and Tourism Industry, with Susan BaierA marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. Destination on the Left is joined again by Susan Baier to discuss the impact collaboration has on the travel and tourism industry. Susan is the founder of Audience Audit, a research firm that studies the attitudes behind consumer...
2021-01-1338 min
On Top of PR with Jason MuddWhy your company marketing efforts should stay active during a recession with Drew McLellan andSusan BaierSend us a textLearn the three ways brands are responding to the current economic climate and why you shouldn’t ditch your marketing efforts during a recession with Susan Baier, president of Audience Audit and Drew McLellan, CEO of Agency Management Institute.Five things you’ll learn from this episode:What three ways brands are responding to the economic climateWhy brands who are actively building attention and being aggressive in their marketing efforts will win out over their competition when the recession is overHow to work with an outside agency during this...
2020-12-0336 min
Predictable B2B SuccessWhat is thought leadership and how to become a thought leader with original researchIn this episode, Susan Baier, founder and CEO of AudienceAudit shares her thoughts on what is thought leadership and how to become a thought leader with original content. Audience Audit is a market research firm that develops custom attitudinal segmentation research for smart marketing agencies and their clients in a wide range of industries. Insights she shares include:
What Is thought leadership?Are business leaders actively looking for thought leadership contentDoes thought leadership need a unique point of view before publishingWhen should you consider a thought leadership approach?What businesses could benefit from thought leadership content marketingWhere should...
2020-11-2752 min
On Top of PR with Jason MuddWhich type of PR agency client are you? with Audience Audit’s Susan BaierSend us a textOur episode guest is Susan Baier, president of Audience Audit. Susan has been a marketing strategist and researcher for more than 30 years and specializes in analyzing audiences.Five things you’ll learn from this episode:What are the three types of PR agency clients?Why doesn’t hiring an agency based on size or spend guarantee it will meet your needs as a client?When is the best time to initiate the conversation about campaign research?How can research save you money? Why do assumptions not make you dumb...
2020-11-2028 minBuild a Better Agency PodcastHow are clients being impacted by COVID and the recession with Susan BaierHow are clients thinking about and reacting to both COVID and the recession it triggered is on every agency owner's mind. Will our clients go dormant? How are they approaching 2021 budgets and plans? Because we know this is vital intelligence for you, we decided to make that the focus of the 2020 Agency Edge research project. You're going to find the data insightful and a relief. The Agency Edge research series is a collaboration between AMI, Audience Audit, and Dynata. Audience Audit's Susan Baier joins me to walk you through the highlights of the research findings and what...
2020-11-091h 13Build a Better Agency PodcastThe ROI of thought leadership with Susan Baier and Stephen WoessnerThought leadership is one of those buzzwords that has been so overused, it has almost been rendered meaningless. But as Stephen Woessner and I preach to agency owners in our book, Sell with Authority, when done well for the right reasons, being an authority can drive significant revenue for your agency. Stephen's agency, Predictive ROI, decided they wanted to quantify the value of thought leadership so they engaged Susan Baier (Audience Audit) to do some research to answer the question "is there an ROI to being a thought leader?" Creating unique, relevant content targeting a very narrow...
2020-10-261h 03
Low Carb MD PodcastEpisode 134: Dr. Susan WolverWe are excited to be joined on the show today by Dr. Susan Wolver. Dr. Wolver spent ten years serving as a flight surgeon in the military, did her internal medicine residency at VCU, is certified in obesity medicine, and is currently working at a multi-disciplinary practice in Virginia. In this episode, we discuss the mental and dietary components of finding success with low-carb, the emotional aspect of dealing with hunger, the connection between childhood adversity and chronic disease, and the importance of emotional support in achieving success on your diet. For more information, see...
2020-09-1459 min
Onward NationThought leadership and trust, with Susan BaierA marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. What you’ll learn about in this episode: How Susan and her team conduct studies and use the organic data they have collected to identify common, shared attitudes between respondents and identify patterns Susan breaks down the fo...
2020-07-2900 minOnward NationHow to market your way through the crisis [Part 2], with Stephen WoessnerGood Morning Onward Nation — I’m Stephen Woessner, CEO of Predictive ROI and your host. Thanks very much for taking the time — please know — it’s always an honor to have you here. Today’s episode is going to be a solocast — where it will be just you and me exploring a topic with some real depth. And this episode is Part 2 of the solocast from several weeks ago that I entitled, “How to Market Your Way through the Crisis.” If you missed that episode — click here to listen to Part I. I will start off with a q...
2020-07-1700 minOnward NationHow to market your way through the crisis [Part 1], with Stephen WoessnerGood Morning Onward Nation – I’m Stephen Woessner, CEO of Predictive ROI and your host. Thanks for coming back – and if you’re new to Onward Nation – please know – I greatly appreciate your time and it’s wonderful to have you here. Today’s episode is going to be a solocast – just you and me exploring a topic with some real depth. And sort of a house-keeping heads up – this may very well be one of the longest solocast I’ve ever recorded – if not the longest. In fact – during one of the morning kick-start meetings with my Predictiv...
2020-04-2900 min
Conquer the ChaosSusan Baier—Finding Your Target AudienceSmall Biz Buzz hosts Crystal Heuft and Scott Martineau are joined by Susan Baier, the owner and founder of Audience Audit, who talks about attitudinal segmentation and identifying an audience that actually works for a small business. As a small business owner, your audience is not based on what it looks like. Your audience is based on the problems your small business is solving, and who has them, and why your customers haven't solved them already–that is attitudinal segmentation. "In our research, what we're doing is looking at populations, customers, prospects, whatever it may be...
2020-04-2253 minDestination On The LeftDestination on the Left Virtual Summit Recap: Day 2, with Nicole MahoneyWith a talent for creating special events that blossomed while working for my dad's car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host "Destination on the Left", a highly successful tourism marketing podcast. As a...
2020-01-1509 minBuild a Better Agency PodcastAgency Edge Research Results 2019 with Susan BaierEvery year we partner with Audience Audit to conduct research that we know will benefit agency leaders. This year, we decided to re-visit some of the questions we initially asked in 2014 to see if there had been significant shifts. In some ways, the results showed a consistent trend and in some other areas, there'd been some pretty significant changes. In the 2019 study we included clients from the US, Canada, Australia and the UK and there were over 1,000 respondents who participated. In this episode we'll walk you through some of the most significant ah ha moments...
2019-10-2158 minDestination On The LeftYour Guide for Marketing in 2019, with Nicole MahoneyPutting a marketing plan together may seem like a daunting task, competing with your daily must-do list and everything else vying for your attention. But without a plan, you are just wandering in the desert and hoping for outcomes you haven't clearly defined. Planning is a necessity in order to grow and sustain your business. This episode of Destination on the Left is a solocast all about developing a solid marketing plan: setting goals and the tactics it will take to achieve those goals. We'll talk about situational analysis, SMART goals, and drilling down on exactly who...
2018-12-1918 min
Higher Ed Marketing LabUncovering Hidden Audience Insights with Susan Baier / ep. 4Susan Baier's research focuses on uncovering how groups of people think and feel as they make important decisions, like selecting a college. We discuss specific ways schools have used her research to improve their enrollment and advancement efforts by better understanding critical attitudinal differences in their target audiences.
2018-12-1223 min
Marketing Mistakes (And How To Avoid Them)Developing Personas With Susan Baier |Audience AuditIn this episode, Stacy speaks with Susan Baier about the most effective ways to build buyer personas when working with new clients.
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2018-11-1453 min
Business of CraftBusiness of Craft Episode 44 Susan Baier on SegmentingMy guest today is Susan Baier, head honcho at Audience Audit, a company specializing in attitudinal audience segmentation research. We chat about how crafty businesses can harness the power of segmenting for better customer engagement.
2018-11-0148 minDestination On The LeftBeyond Demographics – Answering the "Why?" in Travel Marketing, with Susan BaierWhy are people interested in traveling to your destination? Finding out the "why" makes marketing more precise and leads to more visitors and ergo, more revenue. Finding out the "why" gets beyond lumping people into demographic categories. It helps us understand what motivates them and what could potentially motivate them to choose us. Our guest this episode of Destination on the Left is Susan Baier. Susan is an Audience and Marketing Strategist. She helps organizations figure out what's going on in the minds of their prospects and customers, and how to use that information to...
2018-10-0351 minOnward NationStop thinking of demographics, with Susan BaierSusan Baier founded her company, Audience Audit, in 2009 in order to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. With 30-years of experience as a marketing strategist, she develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. What you’ll learn about in this episode: How Audience Audit gives small to midsize businesses access to marketing research The importance of focusing on an audience when building a business Th...
2018-04-0300 min
Youpreneur: The Profitable Personal Brand Expert Business!Continuing the Build Out of Her Own Body of Work, with Pamela SlimNavigating the world of online business has a lot of unexpected twists and turns, opportunities where you grow and where you learn. My guest today makes it her mission to get to the bottom of what keeps small businesses from becoming even more successful.In this episode, author Pamela Slim joins the show as we talk about a project that is near and dear to Pamela’s heart, where she has built a learning/experimenting environment for small business owners to help them see what works in their businesses.We also get into a discussion abou...
2018-01-1237 min
StrategyCastEpisode 76: Crunching the Data, with Susan Baier of Audience Audit Inc.Susan Baier has been a marketing strategist for 30 years, and now help organizations figure out their ideal audiences. She supports marketing agencies with custom attitudinal segmentation research and helps small business owners learn how to think about their audiences in a way that helps them develop their positioning, content, messaging and marketing strategies.
2017-08-1643 min
Garlic Marketing ShowGMS 43 - How to Find the PERFECT Audience Hungry for Your BusinessSusan Baier is a marketing veteran with 30 years of experience helping Fortune 500 brands and small business learn their perfect audience and EXACTLY what makes them tick. What you’ll learn: The one BIG question every business needs to answer How to be BURSTING with ideas for your blog post The real reason businesses fail and how to avoid it Hosted on Acast. See acast.com/privacy for more information.
2017-03-0941 minBuild a Better Agency PodcastEpisode 72: What We Learned in Our 2016 Research, with Susan Baier.Susan Baier began her career as a brand manager for companies like Dial and Conoco-Philips. She also worked agency side and within client companies in their research departments, honing her skills as a research professional. Recognizing that primary research was often too expensive for small to mid-sized agencies, she launched Audience Audit, where she conducts quantitative attitudinal audience segmented research. She helps her agency clients develop marketing strategy for their clients based on customer insights. They find it much easier to develop messaging, strategic plans, and business development plans with real data that helps them understand how...
2017-02-2047 min
Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing AgenciesProfiling Ideal Clients to Attract & Qualify New Agency Business with Susan BaierProfiling Ideal Clients to Attract New Agency Business If you are pulling generic data and basing your entire client persona off of it, you've got to catch this interview. To attract and qualify new agency business you need to be profiling ideal clients. This episode is all about how you can really zero in on how to start profiling ideal clients and your client's clients. In this episode, we'll cover: What "attitudinal segmentation" is and why you need to be doing it. 2 problems with the way agencies are strategizing now. 3 ways of profiling ideal clients and...
2017-02-0823 min
2016-07-1921 minBuild a Better Agency PodcastEpisode 14: Using Research to Grow Your Agency, with Susan Baier.Susan Baier began her career as a brand manager for companies like Dial and Conoco-Philips. She also worked agency side and within client companies in their research departments, honing her skills as a research professional. Recognizing that primary research was often too expensive for small to mid-sized agencies, she launched Audience Audit, where she conducts quantitative attitudinal audience segmented research. She helps her agency clients develop marketing strategy for their clients based on customer insights. They find it much easier to develop messaging, strategic plans, and business development plans with real data that helps them understand how...
2016-01-1149 min
Social Pros PodcastWhy Agencies Get Fired so OftenSusan Baier and Drew McLellan, Founders of Audience Audit Inc. and Agency Management Institute respectively, join Jay and Adam on Social Pros to discuss the surprising reasons why companies give agencies their walking papers and what that means for the evolution of advertising.
2016-01-0549 min
Great Loop Radio PodcastGreat Loop Information--Weather SitesOur guest this week is Capt. Chuck Baier. Chuck is a frequent contributor to the AGLCA Discussion Forum and a recognized expert on all things Cruising! Chuck and his wife Susan Landry have published several books detailing anchorages along the loop, and they’ve been members of our organization since 2011. They currently are cruising in Florida aboard their 34’ Marine Trader, Beach House. Today, Chuck will talk about various weather sites that can be used to monitor weather throughout the Loop.
2014-12-1932 min
The Busy Marketer Podcast with BJ SmithFocusing on your audience and their needs with Susan Baier | TBM 022Why Do Most Start-ups Fail? The top reason? They make products no one wants.
This comes from a recent Fortune article titled, “Why startups fail, according to their founders,” and it illustrates why research is important. It is easy to get wrapped up in doing what “I” want to do and fail to give a lot of thought to who I need to serve in order to ensure my business is successful.
Susan is the only person you know who specializes in quantitative attitudinal audience segmentation. Traditional segmentation focuses on how a person looks on...
2014-10-031h 13Great Loop Radio PodcastGreat Loop Information--Great Book of AnchoragesChuck Baier and Susan Landry will join us to talk about their three "Great Book of Anchorages" with a special focus on the newest one, "The Great Book of Anchorages--The Chesapeake Bay".
2014-04-0423 min