Lori Kaplan is director, Audience Insight & Research at NPR, and has provided strategic recommendations to all areas of NPR’s operations since 1997. Since arriving, Kaplan has played a critical role in developing pricing models. She launched NPR’s audience advisory panel that allows for immediate feedback public media questions, and is involved in the development of digital products and measurement. Her team has spearheaded research surrounding sponsorship, shaping broadcast and digital messaging. Kaplan is currently working closely with NPR’s CMO on all things brand-related. Before joining NPR, Kaplan served as a senior business analyst at CFI Group, an international consulting firm specializing in customer satisfaction research. Prior to that, she conducted research and analysis at the University of Michigan Health System. She received both her master of urban planning and natural resource policy from the University of Michigan. Kaplan is a board member of the Media Rating Council.