Erin Weinland is an independent consultant who runs her own firm, Weave Insights, and partners with Brand Federation as a research and insight expert. She brings decades of research and insights expertise to projects, turning complex data into compelling stories instead of just reporting data. Let's get to know her.
What is your role at Brand Federation?
I am an insights consultant, partnering with Brand Federation to provide research consulting expertise.
What work are you doing now and what about it inspires you?
One of the greatest things about working in research is the vast diversity of subjects and products. Right now, I have a variety of projects that cover a wide spectrum, from non-profit to Taylor Swift to Fruity Pebbles. It gives me the chance to learn something new every day!
What superpower do you bring your clients and colleagues?
My superpower is analyzing complex data, and then simplifying and visualizing it so that it’s super easy to understand. I know that not everyone loves data quite as much as I do, so I’m happy to share the story of data instead of just numbers!
Why did you join the Brand Federation team?
Working with the Brand Federation team is part of a journey that began long ago. I’ve been a consumer researcher for over 25 years and have met many great people along the way. One of those inspiring people is Erin Bishop, whom I met about 10 years ago when I relocated to Richmond. When the opportunity presented itself to partner with her and the talented group of people at Brand Federation, I couldn’t resist!
Have you read a book (or seen a movie, or listened to a podcast) lately that you’d recommend?
I’m always reading something – it’s a side effect of being a researcher who is insatiably curious!
I have an eclectic collection on my nightstand:
What gets your energy and time outside of work?
I am the founder of Weave Insights, a research consultancy that weaves consumer data into actionable insights for brands. I also stay busy running after two teenage boys, my husband, and our two Italian Greyhounds. But when I get a moment to indulge, you’ll find me playing the piano or the harp, working on a puzzle, or planning my next trip. I’ve traveled to over 40 countries, and have set my sights on hitting 50!