New York

Suzanna Bapst


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ascinated by the systems and structures that influence what we do and how we do it, Suzanna tackles consumer and brand challenges with equal parts curiosity and critical thinking while using research methodology and curated information as a springboard for creative problem solving. She is never content with the status quo and is often the person asking why as a means of pushing the thinking as far as it can go—and then pushing it some more.

Before joining ?What If!, Suzanna worked at San Francisco-based brand strategy firm Dial House, where, elbow-deep in projects like developing a new premium chocolate and understanding the current state of masculinity in the U.S., she led cultural “deep dives,” uncovered brand lore, and developed (or debunked) consumer archetypes. Suzanna’s self-designed, self-directed degree from Hampshire College prepared her for a lifetime of digging and exploring in the spirit of knowing and doing—an embodiment of the school’s motto Non Satis Scire (“To Know is Not Enough”).

Suzanna’s life philosophy is about striking the balance between the patently normal and entirely weird. She spends her downtime exploring the highbrow, lowbrow, and no-brow—reading embarrassingly terrible historical fiction (replete with the requisite swooning), catching up on the latest scandals in pop culture, or eating her way through New York’s Michelin-starred restaurants.