ATLANTA – [November 26, 2012] – User Insight, an industry leading user experience research and consulting firm headquartered in Atlanta, Ga., today announced that current CEO and co-Founder, Eric V. Holtzclaw, will leave the company at the end of November to spear-head a new and innovative company that uses deep understanding of user behavior to unlock, analyze and strategically apply big data.

“Our clients commission many different types of research and are collecting an ever expanding amount of uninterpreted data and information in an attempt to better understand their buyers. Laddering WorksTM has been established to provide specific and actionable direction to the CMO on how to build products and brand experiences in the new connected consumer world. The model is based upon a combination of existing research and these rich datasets.” Holtzclaw explained.

Eric has a long career of starting technology-based companies and has spent more than a decade with User Insight refining the process for understanding why consumers behave the way they do.  He is uniquely positioned to combine his experiences into a set of services and solutions that will strategically drive the direction of marketing and product development moving forward.

As Laddering WorksTM launches, User Insight will remain a strong leader in user experience and voice of customer research.

“I look forward to continue working with Eric and Laddering Works in the future, should they need our services. I am proud of the work we have done in the last ten years and look forward to continuing the path of success we are on today,” commented Kevin O’Connor, co-Founder and President, User Insight.  Kevin will take the title of CEO and President moving forward for User Insight.

About User Insight
User Insight, a user experience research and consulting firm headquartered in Atlanta, Ga., has been recognized as one of the fastest-growing privately held companies in the United States by Inc. Magazine. User Insight gathers and analyzes the voice of the customer, providing behavioral-based data that empowers clients to develop customer-centric products, services, messages and brand experiences. User Insight has conducted research across the U.S. as well as in 15 countries for more than 300 clients spanning 25 industries. For more information, please visit

About Laddering Works
Laddering Works combines a deep understanding of consumers with data collected to create actionable move forward strategies for the world’s leading brands.  Led by industry experts, Laddering Works provides a structured approach that focuses companies and teams on what really matters: the buyers of their products or services, to identify near term opportunities and define move forward strategic roadmaps.  For more information, please visit


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