Recognized as one of the Top 40 Under 40 business leaders in Atlanta.

Atlanta's Top 40 Under 40

Completed Toastmaster's Competent Communicator track of training.

Competent Communicator

Named Toastmaster of the Year for 2011/2012

Toastmaster of the Year

Toastmasters

Vistage International
Entrepreneurial Advisor Forum

Eric has the opportunity to conduct in-depth interviews and understand thousands of consumers annually. He uses this deep knowledge of consumer behavior, combines it with proprietary laddering techniques and a custom technology solution to advise the world’s leading brands on prioritizing strategic investments in technology, marketing and product design.

He is the Founder/CEO of Laddering Works, a marketing strategy firm, and is acting Vice President and General Manager of Preference Management Consulting for PossibleNOW, the industry leader in multi-channel consumer preference management. He has spent 20+ years creating opportunity by identifying and capitalizing on emerging trends and disruptions to business. His professional experience includes: founding multiple successful start-up companies, including one of the first profitable Internet enterprises, and serving as the strategic lead in the implementation of dozens of products and services worldwide.

A sought after speaker on consumer behavior and entrepreneurship, he is co-host of the weekly radio show The “Better You” Project which highlights the stories of individuals that start companies.  The show runs on The Better You Network that provides support to owners through the different stages of company growth. His weekly column, Lean Forward, about the future of business and technology appears on Inc.com.  Eric’s book, Laddering: Unlocking the Potential of Consumer Behavior, is scheduled for release in July, 2013.



Strategic Planning

Entrepreneurship

Project Planning

Social Media

Marketing

Laddering

Company Website

Inc Articles

Radio Show

Personal Website

Portfolio

7 Keys to Giving a Killer Presentation

Entrepreneurial Journey of User Insight

5 Dirty Little Secrets of Demographics

Social TV Panelist

5 Dirty Little Secrets of Demographics (Keynote)

Power of Personas for Product Success

Mobile Payment Consumer Panelist

Persona Application to Mobile Devices

Personas Done Properly

Social Media TV Personas

Social TV Persona Keynote

SoMeTV Project

Social TV Users

Understanding Small Business Buyers

Based on Eric's book - laddering is Eric's trademark speaking and workshop topic developed as a culmination of his experience building companies and providing strategic advise to the world's top brands.  During this work, he identified a key difference between those companies that work well and those that suffer from dysfunction and missed opportunity. Eric's laddering approach fundamentally changes the way your team works and your company approaches it's market. 

Just as we all spend time at our local coffee shop for more than just a good cup of joe, the trick to engaging with your customers is not knowing what they do, but discovering why people are interacting and how you should respond. There is no online tool or shortcut to understanding customers as individuals. Businesses must dive into the lives of their customers and look at not only what is being shared - but who is sharing, and why. Eric introduces you to the Social Media family.

Understand Social Media By Uncovering the True Motivation

Traditionally, companies have developed and marketed products and services based on market segmentation and demographics, assuming that the features, functionalities and messaging will meet the needs of all of the users in that demographic – a "one size fits all" mentality. In today’s many-to-many world, users increasingly group themselves largely based on values, interests and aspirations – not by sex, race, age or even location. Eric talks about the new world order through case study examples.

Demographics are Dead

Columnist, Lean Forward on Inc.com

Eric Holtzclaw, CEO of Insight, talks about the death of traditional demographics, a person's "persona DNA," and how you can view your potential customers with a better perspective.

Eric Holtzclaw talks about the death of demographics

Eric V. Holtzclaw, CEO of User Insight, shares his vision for the company for the next 10 years.

Eric Holtzclaw Shares His Vision for User Insight's Future

Eric V. Holtzclaw, CEO, on User Insight's Social TV Experiment

User Insight’s Eric V. Holtzclaw, CEO, reveals the social TV personas that emerged from the 10+ months of research conducted, providing an in-depth look at social TV end users and a deeper understanding of the user behaviors that will drive social TV adoption moving forward.

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