Diane Fraley is the founder and principal of D.S. Fraley Associates, a thriving marketing research firm based in Chicago since 1985. Diane is a proven qualitative research design expert who has custom-designed hundreds of studies for Fortune 100 clients. Over the years, Diane has worked with more than 35,000 consumers.

Diane’s specialty is in upfront exploratory and ethnography, delving deep into human emotions, thoughts and motivations to reveal unmet or emerging needs of a specific audience. From this understanding, Diane leads teams to create new ways of positioning, communicating and designing a product that will create market opportunities for a well-defined target.

Over the past thirty years, Diane’s work focused on traditional qualitative methods. She is now specializing in emerging methodologies, specifically online exploratory and ethnographic immersions.  Diane has pioneered online extended-time methods working with hard-to-reach audiences as well as topics that require in-depth learning within a specialized topic, specific life stage or life cycle.