As Iconoculture’s co-founder and executive vice president, Vickie Abrahamson helped develop the industry’s first theoretical framework for translating trends into growth ideas and opportunities. She co-created the company’s proprietary methodology and classification system, reinventing the way businesses approach, interpret and apply consumer behavior. Vickie is widely regarded as an expert and innovator, delivering strategic insight about the psyches of consumers across a wide range of categories. She was the recipient of a 2005 Twin Cities Business Journal “Women in Business” Changemaker award.

Vickie is the driving force behind Iconoculture’s Global product offerings and brings more than 20 years of marketing, product development and brand leveraging experience to clients looking to connect with key consumer nerve centers. Her intricate understanding of the values driving consumers helps clients like The Home Depot, Carlson Marketing and Volvo create an emotional link between consumers and brands.

National publications like Wired, the Washington Post, the Star Tribune (Minneapolis), Midwest Living, Entrepreneur and Fast Company turn to Vickie for expert commentary, and she has been a showcased speaker at industry events like the Market Research Event, Future Trends, the Advertising Research Foundation Conference and the Research Advertising Conference. Vickie has also published numerous articles and extensive research and analysis about consumer culture, including the book The Future Ain’t What It Used to Be: The 40 Cultural Trends Transforming Your Job, Your Life, Your World, which she coauthored with Iconoculture co-founder Mary Meehan.