Sue Say provides insight and strategy advice to help property clients create vibrant and successful retail centres, entertainment destinations, residential developments, new communities and workplaces.
Her knowledge of consumers is unsurpassed and founded on a strong background in market research, customer segmentation, marketing and trend analysis. She is highly skilled in translating consumer trends, preferences and motivations into innovative solutions.
In addition to working across all markets in Australia, Sue has a detailed understanding of international markets, working extensively throughout Asia and the Middle East and engaging on Urbis study tours in the United States and Asia.
Sue’s experience is global and wide ranging. She has a detailed understanding of international markets, working extensively throughout Asia, the Middle East and Australia and engaging on Urbis study tours in the United States and Asia.
Her project experience includes qualitative and quantitative research studies to provide deep dives in customer profiles, needs, behaviours and aspirations to inform the positioning or repositioning of assets, market segmentation, leasing, placemaking, design and customer engagement strategies.
Sue’s projects include:
Orchard Road Customer and Community Insights
Multi-stage consumer research study to profile the needs, aspirations and behaviours of Singaporeans and visitors to Singapore to underpin the development of a blueprint for Orchard Road
Market Research Strategy & Implementation for a Portfolio of Shopping Centres
Developed a consistent, integrated platform for research for a portfolio of almost 20 shopping centres including bespoke customer segmentation
Mega Trends Impacting Consumer Behaviour over the Next Decade
Preparation of a horizon-scanning report based on first party data and secondary research on the emerging consumer trends and external factors most likely to influence future needs and behaviour. Continued monitoring of these trends through the COVID-19 pandemic.
Mosaic Malls (China) Customer Profiling & Strategy
Undertake multiple quantitative surveys on the purchasing habits, motivations and preferences of consumers in five Tier 1 and Tier 2 cities in China and combine with economic analysis to develop asset strategies for five shopping malls.
Housing Sentiment and Preference Study
A national biennial Housing Choices survey in Australia (approaching its 4th stage of tracking) providing insight into future demand, residential design priorities and community amenity.
Sue is also an engaging speaker who is frequently called upon to share her insights on consumer and retail trends at industry and client events.