Susan Baier has been a marketing strategist for a long time, both on the agency side and the client side.

Throughout her career, Susan noted that people often stick to two types of audience segmentation strategies: demographic or behavioral. While these strategies can provide valuable insights, Susan had a new goal that she wanted to achieve.

She wanted to be able to offer audience segmentation to small and mid size agencies that was based on attitude. In other words, why do people do what they do.

So, at the beginning of the Recession, Susan founded her company, Audience Audit.

Our latest guest on The Innovative Agency, Susan talked with us about different types of segmentation studies, using research to differentiate your agency, and how to use your intellectual capital to generate additional revenue.