Susan LaPointe
Susan LaPointe
Director, Consumer Insights,
Hershey Foods Corporation
Susan was named director of Consumer Insights for Hershey Foods in August of 2001. She is part of the Integrated Business Intelligence (IBI) group, located at the company headquarters in Hershey, PA. Susan and her group provide management with objective, comprehensive, consumer-based insights and actionable recommendations based upon that information.
Susan leads 250+ projects per year within Hershey, and serves on several multifunctional task teams, lending her insight to the larger business perspective. Typical research projects within her scope include product testing, package testing, new product development—from the ideation stage to volumetric assessment and in in-market tracking, advertising testing, market mix modeling, qualitative research, panel data analysis, and brand/ equity tracking.
Ms. LaPointe earned her BS in Mathematics and Business from Franklin and Marshall College, Lancaster, PA and her MBA from Carnegie Mellon University, Pittsburgh, PA. She has nearly 20 years of experience in consumer packaged goods market research, and has been with Hershey Foods Corporation for 11 years.
Hershey Foods
14 E. Chocolate Ave.83
Hershey, PA -17033
Telephone: (717)534 -7255 (main)