Seeing people clearly for smarter decisions.

Hi, I’m Sarah Frasher.

I’m an insights leader with a decade of experience understanding why people make decisions and helping organizations influence those choices in thoughtful, effective ways.

My years inside a Fortune 500 company taught me that meaningful insights come from clear thinking, not volume. Data is only useful when you understand the motivations and barriers behind it, and when teams trust the story it tells. I focus on identifying what truly drives people’s decisions and translating that into guidance teams can act on with confidence.

I started Evergreen Insights to do this work directly with the people who need it: leaders facing ambiguous problems, teams trying to understand an audience, and organizations looking for clarity before they invest time, money, or effort.

I work well with internal teams and research partners because I understand how decisions are made. I’ve led hundreds of studies across mixed-methods, but my real value is helping teams interpret results, align around a shared understanding, and move forward decisively.

If you want quick numbers, I’m not the right fit.
If you want thoughtful analysis and insight that leads to better decisions, we’ll work well together.

Outside of work, you’ll likely find me…

  • Sharpening my DIY skills to tackle renovations at our home in Holland, Michigan

  • Painstakingly learning Fleetwood Mac songs on my guitar (Lindsey Buckingham’s songs are unreal)

  • Soaking up lake life with my family in Maine

  • Perusing Airbnb to plan future trips with my husband (Rome is high on the list)

In the words of my partners

This is anonymous feedback collected from my incredible business partners. I bring the same expertise, reliability, clarity and zest to our collaboration.

“I've had the privilege of working with Sarah for several years and consider our team incredibly lucky to have her as our insights lead. She is a great thought partner and is excellent at reining in her partners (i.e. me) in our requests, so the research objectives are constructed clearly and we don't broaden our scope too much as to not get the desired results. She is very collaborative and takes the time to review and improve research requests provided, and offers great guidance on how to move forward.”

“Outside of the work itself (which Sarah has demonstrated exceptional expertise of), she is also simply a joy to work with.

Communication is her key strength. During the good times, Sarah is keeping the team moving and is always able to add amazing detail during conversations with partners of all levels. During rough times, Sarah is compassionate and clearly explains her expectations & position. Working through conflict was seamless and easy.”

“Sarah is knowledgeable, reliable, responsive, enthusiastic and creative. Sarah and I partnered to kick off research and her critical thinking led to us pushing the research out a few months until we had more data, which was invariably the right decision. It's great to know that I can count on a partner like Sarah to steer me in the right direction.”

FAQs

  • First, let’s talk. I want to learn more about your situation, what your goals are, and what gaps you need to fill. This gives you a realistic assessment of how (and if) I can help). No false promises - that’s not good for either of us in the long run!

    Once we both feel comfortable on the scope and how I can help, we will align on reasonable pricing. I can be flexible given the level of thought leadership, time and effort required.

    Once that’s finalized, I’ll send you a contract to sign via DocuSign, and we can get to work! I have a successful 5 year track record of remote work and plan to collaborate with you from my base in Michigan (this saves us both time & money). However, I am open to in-person partnership for special circumstances, if needed.

  • I’m not a full service provider - instead, I tap into your existing research tools, platforms and vendor relationships to execute research. I do this remotely from my base in Michigan to streamline the research process, reduce risk complexity and keep costs down.

    Think of me as an extension of your team.

  • When working with new partners, my approach is to listen first without judgement, so I can understand their goals and perspectives. There is a big difference between leading and ‘taking over’. I ultimately want to be a trusted teammate and thought partner of the people I work with, whether they are collogues, cross functional partners or clients.

    I also believe that projects are far more efficient, productive and fun when you’re working with your friends. So it’s a good idea to get to know your business partners. If you get to know anyone well enough, you will probably like them!

  • Absolutely. I’m a power user of GenAI (Grok, ChatGPT) in my personal life and have used these tools to create financial projections, analyze health biomarker data, learn how to create an LLC and how to create this website (all completed in 1 day). I think AI is a great provider of resources and information that empower users to action (not do the work for them).

    In the research world, I’ve also utilized GenAI to synthesize customer data + interview transcripts to create audience personas, code verbatims & extract deeper themes around the ‘why’s’ behind study results, critique survey questionnaires and qualitative discussion guides, iterate on new concepts & ideas to test in research and make my day to day (email writing, deck creation, information summarization) more efficient.

    But at no point am I relying on AI to deliver the final product. It puts me at a solid starting place to build from and expands my thinking.