Susan Korbel, Ph.D.

Founder, Core Research

Since receiving her Ph.D. in 1975, she has been conducting market research and consulting with hundreds of public and private organizations.  After many years working in commercial and public media, Susan Korbel founded Core Research 28 years ago in 1989.

Dr. Korbel has been behind the scenes helping some of the premier South Texas businesses chart successful courses with strategic and tactical planning.  For the past 28 years, Core Research has conducted consumer, voter, and business-to-business research.  The longevity of Core Research is due to the owner’s expertise and conservative approach, which demands compelling evidence before any institutional change is justified.   Dr. Korbel has dedicated her research to learning how communications function between the source and receiver, and how information is best conveyed.  Whether through personal conversations or mass media, the process is the same, but successfully delivering the messages and symbols has become more challenging with the plethora of outlets.

Core Research works with a wide range of clients, but primary categories of business including:

  • education,
  • sports, entertainment, and performance arts,
  • business development,
  • hospitality,
  • retail, including restaurants
  • health care, and
  • media

Clients within the past few years include Armed Forces Entertainment, the Alamo Colleges District, Bud Light, Clarity Child Guidance Centers, Frontier Enterprises, the Lawton Family of Restaurants, Porter Loring Mortuaries, San Antonio Sports, The Opera San Antonio, a resident company of the Tobin Center and the Fredericksburg, Corpus Christi and Uvalde County CVBs.

My Sessions

Susan Korbel, the Founder of Core Research has seen her share of interesting clients and helped them better understand their audiences and insights from her work. Now that her daughter is taking a larger role in the company, the tough question becomes, “Where do we go from here?,” and, “Who’s going to steer the ship?” […]

Business Future