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Liz Small

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For nearly 20 years Liz Small has been harnessing the voice of the consumer and translating it into practical business building strategies. At Leo Burnett, Liz spent 10 years working in its research department. During that time she worked closely with a variety of clients and internal departments creating the strategy behind some of the worlds’ best advertising, including: Procter & Gamble, Miller and Miller Lite, Nintendo, Hallmark, and others. Her experience included all forms of qualitative and quantitative work.

In 1998, Liz left Leo Burnett to focus solely on the qualitative front. Specifically, she has honed her talents as a focus group moderator and consumer research consultant as she has expanded her client and brand experience. In this capacity, she has worked with many mid-sized corporations as well as fortune 500 companies. Some of her clients include: Kellogg’s, Pillsbury, AT&T, McDonald’s, Simmons Bedding, Allstate, Sears, and many more. In many cases, Liz has become a trusted part of her client’s research teams.

Liz taught quantitative research at the University of Illinois as a graduate student where she worked closely with the research professors on various papers and projects. She is now an active member of the QRCA (Qualitative Research Consultants’ Association), and remains involved as a Leo Burnett alumni.