Where Clarity Grows

"A great data story starts with uncovering the ‘why.’ That’s when things get interesting."

Catherine Salzman

Director, Social Science & Analytics

Behind every stat is a story. But finding the stories that matter take curiosity and creativity—that’s why Catherine is devoted to looking beyond the numbers to the humans that inspired them. As a strategic thinker with certifications in design thinking and creative problem solving, plus 10 years of experience across strategic, digital and research disciplines, Catherine leverages her stellar perspective to illuminate vibrant stories that compel action and inspire clarity.

Especially good at:
Infusing data with humanity. Catherine has spent her distinctive career honing her ability to look beyond numbers and charts to uncover the motivations and implications that ultimately build compelling business cases. She’s also particularly savvy with Millennials, media, as well as concept creation and activation.

Favorite part of the work:
When you arrive at a true insight. It’s a magical “ah-ha” moment when all of the data and digging clicks into place, and that little anomaly transforms into a powerful story.

Alter ego:
Jim Henson. “He was an amazing storyteller who brought joy into the world and could make even the most mundane lessons seem fun for any audience.”

News Feed

January 28, 2021 Accelerator

Top-Trending Business Themes

By Catherine Salzman

Social Listening Reveals a Focus on Pandemics, Robots and Cybersecurity… Oh My My colleagues recently asked me to look at what business-related themes have been trending on social media, so we can get a sense of what might be in store for the corporate world in 2021.

October 27, 2020 Accelerator

How 3 Holiday Staples Will Look Different in 2020

By Catherine Salzman

Despite 2020 being “the year of the cancellation,” the holidays will, in fact, go on as scheduled. Sure the specifics may look a little different, but the true spirit of the season will be on full display as people adapt to make sure that COVID doesn’t cancel their holiday festivities.

August 12, 2020 Accelerator

5 New Better-For-You Themes Emerging During COVID-19

By Catherine Salzman

We’ve been keeping a watchful eye on the better-for-you audience throughout the pandemic. Early on, we saw a decline in better-for-you search interest and social media conversation, but we were impressed by how quickly the health-conscious audience resumed their previous behaviors.

August 10, 2020 Accelerator

3 Lessons in Personal Reinvention With Sybil Schooler

By Catherine Salzman

There’s no doubt that the current environment is challenging all of us to do things outside of our formal roles. And I’d argue that no one has embraced these circumstances more than my colleague, Sybil Schooler.

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