Experience
Sandra L. Bauman, Ph.D., is a Principal Consultant with more than 30 years of experience helping organizations deeply understand how consumers think, interpret information, make decisions, and respond to products, messages, and experiences. She specializes in designing research that uncovers both the conscious and unspoken drivers of consumer attitudes and behaviors through rigorous survey methodology, questionnaire design, and mixed-mode data collection. Dr. Bauman is expert in quantitative techniques—including large-scale online, telephone, and mail surveys, measurement and instrument development, multivariate modeling, segmentation, and conjoint and path analysis—and brings complementary qualitative expertise in cognitive interviewing, focus group moderation, in-depth interviewing, and executive facilitation. She also has extensive experience leveraging social media intelligence and digital ethnography to reveal unprompted, real-world consumer perspectives.
Since 2002, Dr. Bauman has served as founder and principal of Bauman Research & Consulting, leading methodologically rigorous studies in industries ranging from technology and healthcare to public policy and social impact. Earlier in her career, she held senior research roles at Wirthlin Worldwide, Roper Starch Worldwide, the Northwestern University Survey Laboratory, and Voter News Service. She holds a Ph.D. in communication studies from Northwestern University. Dr. Bauman has published in academic and professional venues, testified before Congress on public opinion and privacy issues, and is an active member and past leader within the American Association for Public Opinion Research, including serving as President of the AAPOR New York Chapter. She is an active member of the Insights Association and the Qualitative Research Consultants Association (QRCA). Her professional contributions have been recognized through multiple honors, including being named New Jersey Business Woman of the Year. In addition, Dr. Bauman serves as an Advisory Board member of the Market Research Center at Seton Hall.
Areas of Expertise
Education
- Ph.D., Communication Studies, Northwestern University
- MS, Journalism, Northwestern University
- BS, Journalism, Drake University
Membership and Activities
- American Association for Public Opinion Research (Member and Committee Chair)
- Seton Hall Marketing Research Council (Board Member)
- New Jersey Association of Women Business Owners (past Board Member)
- Insights Association (formerly Marketing Research Association)
- Qualitative Research Consultants Association
