who we are

In2ition was founded by Susan Kimmel and Beth Larson in 2006. While many market research suppliers learn the market research craft through trial and error, in2ition's founders have a strong academic foundation in the art and science of market research. In addition to their solid market research science training, Beth and Susan also have extensive industry experience.


Susan Kimmel, PhD - HeadshotSusan is one of the founding partners of in2ition and has over 20 years market research experience. She provides quantitative and qualitative market research services and consulting, primarily for the medical device industry. Susan has extensive expertise with Cardiovascular devices which includes over fifteen years experience in Cardiac Rhythm Management. Other device areas include atherectomy, stents, PTA balloons, heart/lung machines, cardiac monitoring, implantable drug pumps, magnetic sphincter augmentation devices, and nasal airway remodeling devices. She has led numerous upstream and downstream market research studies in areas such as unmet needs research, new technology assessment, concept testing, positioning and message testing, ad concept testing and tracking research. Susan also conducts an annual lecture on medical device market research at the University of Minnesota Carlson School of Management. More About Susan


Beth Larson - HeadshotBeth is one of the founding partners of in2ition and has over fourteen years of market research experience. She provides quantitative and qualitative market research services and consulting for the medical device industry. Since founding in2ition, she has led more than two hundred projects to support decision making in corporate strategy and marketing. Projects included concept testing, discrete choice, message testing, ad testing, attitudes and usage studies, customer satisfaction, brand loyalty and corporate reputation. Beth has extensive experience in CRM and other areas such as ablation, peripheral and coronary intervention, contrast delivery and imaging for radiology and cardiology, lead extraction, tissue heart valves and vascular closure devices. More About Beth



Becca has partnered with in2ition since 2010, bringing 15 years of product development, marketing, and market research experience in the cardiac medical device industry with Guidant Corporation, Boston Scientific, Medtronic and Sorin Group. She has led efforts in all phases of the product life cycle including developing product concepts, testing product designs with customers, naming new products, organizing and facilitating physician and allied health professional advisory boards, developing and testing messaging, segmenting and targeting customers, creating and implementing launch strategies, writing training materials for sales reps, developing marketing materials and sales aids, and measuring and tracking perceptions of the product/brand post-launch. Many of these projects fell under her role as the product manager for the development of a $100 million ICD and CRT-D platform. Becca also spent a year working in the field directly with physicians as part of the sales and clinical team.


At in2ition Becca has been closely involved in more than 100 projects across the field of cardiac rhythm management, interventional cardiology, cardiac surgery, radiology and GI, taking leading roles in writing discussion guides and surveys, interviewing physicians, analyzing data, and synthesizing and presenting findings.



Emily Bremner Forbes has worked for 10+ years in the medical device industry, focused on cardiac rhythm management and electrophysiology. Nine of those years were in marketing where her roles ranged from medical education and new product planning to reimbursement. Much of her work has been heavily research-based, and Emily has been responsible for either helping design surveys and field guides for qualitative research or conducting it with one on one interviews or facilitating focus groups or advisory boards. Prior to her work in the device industry, Emily was a strategy consultant, primarily to healthcare providers, working on a variety of strategic initiatives for hospitals and hospital systems. She began her career in social science research, consulting and conducting qualitative research evaluating welfare reform.



Erica-Head-ShotErica has been working in the medical device industry since 2003. Upon graduation from the University of Minnesota, she accepted a position working in marketing at Guidant Corporation in the cardiac rhythm management division. She gained experience in market research while part of the market planning and research team, leading a tracker study to monitor the company’s position in the market. After 2 years, Erica made the challenging and rewarding transition into field sales with Guidant/Boston Scientific. She enjoyed working directly with physicians and patients, gaining a first-hand understanding of how CRM devices function and are perceived. During her 9 years in the field, Erica took part in more than 1000 CRM cases, including S-ICDs. She established herself as one of the top clinical reps in the nation, earning her IBHRE (formerly NASPE) certification in cardiac pacing and defibrillation and was recognized with multiple clinical awards.