Sarah Fitzsimmons is the manager of the Research Design & Data team (Aite Group’s quantitative insights team), in which capacity she collaborates with all five Aite Group practices on study design, questionnaire development, and statistical data analysis. She brings to Aite Group experience in B2B and consumer market research.
Before joining Aite Group, Ms. Fitzsimmons was a researcher at Forrester Research, where she managed a panel of marketers and analyzed their technology uses, budgets, and staffing decisions, helping to produce market share forecasts for marketing methods such as email, social media, and mobile. She also contributed to at least a dozen vendor comparisons known as Forrester Waves. Ms. Fitzsimmons first developed her analytical prowess working for a boutique political polling firm, The Tarrance Group, during the 2006 congressional election. She further enhanced it at a video analytics startup, VMC, where she built a regression model to predict box office spend based on online trailer viewership.
Ms. Fitzsimmons holds a bachelor’s degree in Political Science with a thematic sequence in Cognitive Psychology from Miami of Ohio. And she is ready for almost anything project-related, having also spent several years as the owner and manager of a B&B inn on Cape Cod.