Lee Shupp

Executive Vice President, Technology Business

Lee is an Executive Vice President at Cheskin and is responsible for directing Cheskin’s sales efforts and overall strategy for the company's technology business. Lee is 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, Lee advocates thinking of consumers as highly dynamic, constantly evolving on a trajectory from the past towards the future.

Lee specializes in understanding consumers through a variety of techniques including trend tracking, interviews, ethnography, immersion, and video. Clients include: Microsoft, HP, Intel, Motorola, and eBay.

Before joining Cheskin, Lee worked as an ethnographer and brand strategist at Invision Company. Lee has worked in many roles in audio and video production, and has toured the US as a professional musician.

Lee earned a Bachelors Degree in Radio/TV/Film from the University of Texas in 1980 and a Masters Degree in Communication from San Francisco State in 1995. He completed post-graduate work in Futures Research at the University of Houston in 1996. He is on the Board of Directors of the Association of Professional Futurists, and is a professional member of the World Future Society.