Lori Kaplan is Vice President of Audience Insights. In this role, Kaplan leads the Audience Insights team in their efforts to learn more about NPR's current audience, how to reach new audiences and the ways NPR makes an impact on the public.
She has dedicated over two decades of her professional career to inspire, provoke and enable an audience-centered NPR. She has led research initiatives that have impacted all areas of NPR including content, marketing, sponsorship, development, the network, distribution, government relations, DEI, member partnership and employee culture. She also was responsible for launching the NPR Listens panel with over 10,000 listeners across all of NPR's platforms to create an ongoing channel of feedback to NPR.
Kaplan has used her expertise and passion for the work to support NPR in all its endeavors, including the North Star goal to diversify our audience and better reflect America. In support of this goal, she has created a repository of knowledge of the consumer needs and interests across racial and ethnic groups and Generation Z and Millennials.
Previously, Kaplan honed her customer research skills at a consulting firm working for financial institutions, telecommunications and insurance firms, as well as patient satisfaction research at Michigan Medicine.
Kaplan earned her BA in political science and psychology, a Master of Urban Planning and a Master of Science in Environmental Policy at the University of Michigan. During her graduate studies, she examined impacts of housing privatization as part of a U.S. Information Agency exchange program in Moscow, Russia.
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