Betsy Leichliter

Brief Bio

Open Minds Open Minds® has been the motto and guiding principle of Leichliter Associates since Betsy founded this virtual full-service qualitative research firm that focuses on custom qualitative research for new products, services, environments and experiences.

Stanford BA (theater and design) and MBA (finance and marketing, including quantitative research). Research and client service for major advertising agencies in Chicago and New York City. Left as SVP to start this qualitative company. Has taught market research courses and workshops (on-campus and online) for the NYU School of Professional Studies since 2003. Member: ESOMAR, AQR, QRCA, UXPA.

Category Experience

Clients range from Fortune 100 global firms to start-ups and not-for-profit organizations, throughout the US and other countries. Deep experience in financial services, media, technology, health, as well as research for new products, services, or experiences across many categories. Special expertise with B2B/executive, professional, and affluent targets.


Experienced in all types of qualitative research methods and media, from classic to cutting edge. One-day to on-going. Real-time or asynchronous. Individuals, small groups, large groups, or very large communities/advisory boards, or scalable designs. In-person, remote, or both. Computer, tablet, smartphone, or multi-screen. From open and iterative to highly structured. Explorations. Idea generation. Ethnographic approaches. User experiences and usability. Target definition. Innovation exchanges. Concept evolution. Path to purchase. Recommendations are based on client objectives and key takeaways needed, and how clients prefer to be involved in the research process or interpretation. Projects often include close collaboration with quantitative specialists.


Embracing Multi-Screen Qualitative Research

USER GUIDE 2012: New Qualitative Research Methods and Tools
by Betsy Leichliter and Jay Zaltzman

Sponsored by QRCA and – A practical guide to choosing among the increasing array of classic and emerging qualitative methods and tools.

Destination-Driven Design: Getting Where You Need To Go
by Betsy Leichliter and Rosalia Barnes
QRCA Views Winter 2012
Simple principles for getting qualitative projects on solid ground, while generating more efficient processes and focused outcomes.

The Power of Participant Prep
by Betsy Leichliter
QRCA Views Winter 2010
Mini case studies show how simple prep or startup activities, completed online, can make a positive difference in how participants engage with in-person research.