ERIN KAPLAN
Chief Diplomat, VP Consumer
Intelligence & Common Sense

Kaplan is what you would describe as direct. She understands how to get to the point and to uncover what’s really going on in the room. She is responsible for designing the Discovery phase of our work, whether it’s understanding what’s going on at the office, the gym, the grocery store, the park or in the hospital ER in the lives of the people that matter. She’s interested in what people are saying (or not saying) about our clients’ brands in the context of their lives. She is responsible for framing the transformative insights, and the opportunities that reveal the unexpected areas for growth and innovation. She works with our outside partners to scope and deploy the full range of analytical tools, including ethnography, trend analysis, traditional market research, peer-lounges and panels, shop alongs and user diaries and scrap books. Her focus is on revealing unmet customer needs, wants and insights. Her clients have included WeddingChannel, Idealab, Virgin, Lee Jeans, Westfield, WD40 and Mattel among others. Kaplan finds her inspiration in the pages of People Magazine and Pravda. Erin holds a BA in Communications from San Diego State University.