We Are A Research Agency Specialising In

1. Older and Mature Age Research, and

2. Message And Content Testing

We are a research consultancy with capability in qualitative research and surveys for all industries, especially the financial services industry. We also have two specialties.

Speciality 1. Research With ‘Older’ People

We help brands understand and align with the needs and values of their older and mature age customers

We have a deep understanding of this age group – and we continually explore how this age group is changing and the brands, products and services that they need and demand.

If you are a marketer targetting the older age group, or a policy maker focussing on the needs of people in retirement or aged care, you need to make sure that your strategies are based on data and evidence , NOT on out-dated assumptions.

“Over the last few years Susan Bell has created a special place as THE researcher looking at rethinking what retirement means and how people plan and live out the three or four decades after they hit their 60s. Not every one is the same or plans/creates the same new life they build for themselves.“
David McCaughan

Research methods designed specifically for this age group include behavioural tracking, concept testing, market segmentation and cohort analysis, customer journeys, and imagery analysis. To do this, we use focus groups, individual/couple interviews, online qualitative research of all kinds and surveys.

Speciality 2: Content And Message Testing Specialists

We help businesses communicate clearly with their customers

We have developed a unique approach to written content and message testing based on the latest thinking in the science of reading and the new plain language framework..

Our clients commission this work to help them write simpler documents such as statements, letters, and forms. Our testing frameworks are based on plain language principles, neuroscience, interaction design, and behavioural psychology.

Our service is ideal for organisations who need independent, impartial and evidence -based guidance on how to write simple and effective content that is based on understanding your customers or members.

CONTACT SUSAN TO FIND OUT MORE

Organisations We Have Worked With

In The Words Of Our Clients

Unquestionably professional

“I have always found Susan to be unquestionably professional in her approach to the research assignment, sensitive to associated business information and the often confidential research themes that resulted.“

Financial Services Organisation

Took the time to understand

“Susan took the time to really understand what we were trying to achieve, proposed workable solutions that fit our budget, brief and timelines, and was flexible, approachable and responsive throughout our project.“

Government Agency

Delivered more than expected

“Susan thoroughly digests the client brief (and) is very collaborative throughout a project from beginning to end and I believe this is one of the reasons that the end research product delivers more than expected.“

Marketing Consultant

Global FMCG and Healthcare

Excellent research outcomes

“Sue and the team managed research unpacking our investors’ mindset and behaviours. The research outcome was excellent, allowing us to adapt our business strategy and gain insights beyond social demographics.”

INVESTMENT COMPANY

The insights we need

“We have worked with Susan Bell for the third year in a row now and the experience is always seamless. She takes the time to make sure we formulate questions to really get the insights we need.”

NOT-FOR-PROFIT

Comprehensive advice

“Susan understood the needs of both us as a client and our market well. Most importantly, she provided comprehensive advice on how to word questions to avoid bias and maximize user response.”

INVESTMENT COMPANY

More About Our Specialist And Consultancy Services

People Over 60

We custom design, conduct and interpret research among people over 60 (or so) on any topic. Methods include concept and product development and testing, behavioural and attitudinal segmentation, customer journeys, qualitative research, ethnography, surveys and semiotics.

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Message Testing

We are the only research agency offering expertise in written language, plain language, interaction design, user testing and research methods. We are the ideal partner for organisations who want to communicate complex or difficult content clearly in plain language. For any demographic.

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Research Consultancy

We design and conduct market and social research – for any market, any demographic and on any topic. Examples include financial advice, investments, productivity, insurance, food and beverages and health for apps, brands, packaging. products, services and strategies.

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Giving Our Clients Insights Into What People Do, Think, Feel And Understand Is What We Do Every Single Day

Because We Want To Make a Better World

Since we opened our doors in 1994 our aim has been to design research that helps our clients identify products, services and experiences that meet their strategic objectives and help create a better world for the people that they serve.

About Susan Bell Research

Susan Bell Research was founded by Susan Bell in 1994 in Sydney.

We work with financial services organisations, government and not for profits, and any organisation that cares about the wellbeing of its users, customers, members or stakeholders. We are a division of Les Bell & Associates Pty Ltd.

ABOUT SUSAN BELL RESEARCH