VP, Consumer Psychology
Erica has a proven ability to lead, package, and present research that impresses stakeholders and impacts their business decisions. She brings a passion and talent for uncovering valuable insights, and developing deliverables that tell a compelling story with actionable implications.
Prior to CMB, Erica led research client-side at American Express. She was a go-to team member for high-profile projects, trusted to deliver outstanding, influential research to high-level audiences across the organization. She was a recipient of the American Express CMO Award for Achievement in Excellence.
A PhD social psychologist, Erica applies this expertise to give her clients a unique edge in the market. For example, she applied:
- “Fast” vs. “slow” thinking to illuminate how consumers choose a form of payment, informing financial product development and marketing strategies
- The psychology of habits to understand reward program participation, with implications for how to trigger and reinforce habits that drive brand loyalty
- Emotional motivations in a customer segmentation, driving strategies to increase customers’ spending and satisfaction via tailored treatments
- Models of persuasion to understand how prospects process communications throughout their decision journey, delivering best practices for how to influence them at each stage
- Perceived social norms and stereotypes to profile segments of dads, giving the client a unique authority on modern dads that was the basis for an award-winning prosocial campaign
She also led the development of proprietary CMB solutions grounded in psychology, including:
- AffinIDSM – helps clients strategically influence consumers’ image of the brand’s typical user
- EMPACTSM – helps clients prioritize the emotions their brand, product or experience should inspire
- Habit-based Segmentation – helps clients leverage consumer habits that impact their business
Erica has a B.A. in psychobiology and philosophy (Phi Beta Kappa, summa cum laude) from Wellesley College, and a Ph.D. in social psychology from Princeton University. At Princeton, she was a recipient of the Honorific, Quin Morton, and President’s Fellowships.
Read Erica Carranza’s blog posts