Sarah Erbay, Business Strategist

After more than 12 years in qualitative research, Sarah knows well that it takes more than asking questions, and leading a conversation, to generate insights. Rather, it’s the quality of listening that makes all the difference. And so whether in a focus group, on-site ethnography, or in-depth interview, she focuses on connecting with her respondents as people, and on making them feel valued, heard, and at ease. That’s the ideal place for them, as individuals, to tell their own stories — and in so doing, to shed light on the customer experience at large.