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The "Who" of

Sarah is a classically trained market researcher who holds a  Marketing Research Master's degree from the University of Wisconsin Madison's A.C. Nielsen Center for Marketing Research.


Her classical training combined with nearly 20 years of professional experience gives ConsumerWise a unique perspective, research expertise, and results-orientation that sets her apart from other Marketing Research Consultants.

Sarah Becker

As someone who excels at both analytics and understanding people, marketing research is the perfect fit for Sarah.  She received her undergraduate degree in Economics from Northwestern University and worked in the benefits consulting industry before heading to the University of Wisconsin - Madison for her M.B.A. in Marketing Research.  After graduating, she began work as an analytics analyst at Kraft Foods Oscar Mayer.  Throughout the years she worked on both base business and new products on many categories including Bacon, Hot Dogs, and Cold Cuts, but especially enjoyed her time on the Lunchables and P3 businesses as the Director of Consumer Insights.  She particularly enjoys projects in which she really "gets to know" the consumer both qualitatively and quantitatively, such as segmentations and strategic targeting.


Sarah was born and raised in Madison and loves being in the Midwest, except maybe in February/March when the weather isn't all that pleasant.  She has some allegiance to the Northwestern Wildcats, but her time in Madison as a child and then earning her MBA from the UW solidified her Badger-fan status.  She is kept busy with her husband and 3 girls, and enjoys spending time watching sports (college and kid-focused), reading, and traveling with her family. 

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