ShuppLee2Lee Shupp
Executive Vice President,
Cheskin

Lee Shupp is a Partner and a "street futurist" who combines futures research techniques with ethnographic immersion to understand consumers of the future. Lee does not believe that understanding consumers in the present is sufficient for companies with product development cycles and limited marketing budgets. Instead, he advocates thinking of consumers as highly dynamic, constantly evolving on a trajectory from the past towards the future.

In the same way that historians study change in the past and journalists write about change in the present, Lee examines change in the future by monitoring trends throughout their life cycles. Trends are often born in subcultures. Lee explores these spawning grounds constantly looking for trends with the potential to eventually mainstream, and those most likely to become macrotrends.

Recent clients include: Microsoft, HP, Intel, Motorola, Samsung, General Motors, Pepsi and Weight Watchers. Lee is a Professional Musician, holds advanced degrees in Radio, TV, Film and Futures Research, serves on the Board of Directors for the Association of Professional Futurists, and is a member of the World Future Society.