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Nicole Sabena Feagin
Pat Sabena

Pat Sabena
Scope & Deliverables: Sabena Qualitative Research is an experienced and well-known marketing research consultancy conducting both US and global qualitative research. We provide custom qualitative research to companies and organizations—across a broad range of categories—to deliver insight mining, strategic guidance, innovative solutions, and concept, ad, brand, product, packaging, website and corporate development.

Watch Pat demo a real-life focus group on “changing bad health habits one at
a time” as Master Class for the 26th QRCA Annual Conference October 2011.
Traditional & New Methodologies: Pat specializes in gathering and interpreting insights from professionals (physicians, dentists, nurses, pharmacists, executives, attorneys, educators) and consumers (male and female patients, boomers, elderly, teens, kids). Methods include face-to-face focus groups, mini groups and one-on-one in-depth interviews, as well as ethnographies, telephone interviews, mobile qualitative, video/journal and blog diaries, and online discussion board focus groups and IDIs. We have conducted more than 11,000 focus groups and more than 7,000 one-on-one interviews since 1965.



Technique Pioneers: Pat has pioneered qualitative research techniques involving psychographic segmentation, joint-decision making, perceptual mapping, storytelling, archetypes, projective psychodrawing, brand alliances, category management and contemporizing brand equity. Pat has taught peer workshops on best practices and projective techniques not only in the US but also in Canada, Europe, South Africa, Australia, New Zealand, Brazil, Argentina, China and Ukraine.


Professional Leadership: Pat was president of QRCA, the worldwide Qualitative Research Consultants Association, from 1995-1998. Pat is a leading speaker at qualitative research conferences and workshops worldwide. Sabena's presentation “Getting Doctors to Spill Their Guts” was voted Best Paper-Second Place at the ESOMAR Qualitative Research Conference (Barcelona, Spain, November 2005) and again at the ESOMAR Healthcare Conference (New York City, February 2006).

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