steve.kraus
About Steve Kraus Chief Insights Officer, Audience Measurement Group, US
Ipsos Connect
steve.kraus@ipsos.com

Author of three books, Steve is recognized as one of the world's leading experts on consumer insights and market research. His particular areas of expertise include understanding affluent consumers, luxury markets, and the effects of wealth concentration on business and society.

Steve is a Senior Vice-President and Chief Insights Officer with Ipsos, one of the largest research firms in the world. Steve directs The Ipsos Affluent Survey USA, which is now entering its 40th year of tracking the lives, lifestyles, media habits and purchase patterns of financially-successful Americans. The longest-running and most widely-used study of Affluent Americans, the Ipsos Affluent Survey is used by hundreds of subscribing organizations to support advertising sales, media planning, market sizing, segment profiling, and a range of other business initiatives.

Steve's insights are regularly quoted in the media. He writes regularly for Forbes, and was an on-air contributor to CNBC's The Filthy Rich Guide, a fast-paced docu-series exploring how the top 0.01% spend their money.

Steve has written dozens of articles and three books on consumer insights, affluence and success. The New Elite: Inside the Minds of the Truly Wealthy was called "indispensable to marketers" by Publisher's Weekly, and Booklist described it as "great reading, even better inspiration for millionaires-to-be." His next book – Selling to the New Elite – also earned rave reviews for its exploration of passion as the core principle underlying sales excellence, wealth accumulation, and the world's most successful luxury brands. Steve's first book, Psychological Foundations of Success, was one of the first to incorporate behavioral science and the emerging field of positive psychology into a mainstream self-help/self-improvement book.

Steve speaks frequently at conferences and client events. He previously directed the well-known Yankelovich Monitor study of consumer values, and was well as Women, Power & Money, a global tracking study on the marketplace impact of women. Steve leads research and consulting engagements for clients in many industries, including financial services, travel, automotive, entertainment and fashion, and he has extensive custom research experience in areas such as market segmentation, brand tracking, trend forecasting, product optimization, and audience measurement.

Steve received his Ph.D. in social psychology from Harvard University, where he twice won Harvard's award for teaching excellence, and his dissertation research on the relationship between attitudes and behavior was cited in psychology textbooks. He later taught psychology and research methods at his alma mater the University of Florida. Steve currently lives in San Francisco with his wife and son.

Articles by Steve Kraus


Affluent Optimism – and Marketplace Expectations – on the Rise

As 2015 draws to a close, the time has come to take stock of the learned Affluent trends and mindset– and our latest data paints a generally encouraging portrait for media and marketers interested in this essential market. (Note: we define “Affluents” as adults living in households with at least $100,000 in annual household income –…

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‘Tis the Season… for Reflecting on the Power in Sports in Modern Lives

Ahhh, the holidays. A time to reconnect with family and friends, a time to eat and shop, and for many, a time to watch sports. A lot of sports. Several of our latest studies reinforce just how central sports are to modern lives and lifestyles, during the holidays and throughout the year, across nearly every…

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Affluents Are Getting Mobile

Adopting tablets and smartphones at a rapid pace, Affluents’ mobile ownership has risen from 9% to 41% over the last two years. Of course, the pace of mobile growth among the Affluent isn’t nearly as compelling as how they are using these digital devices. I recently authored a piece for MediaPost that details the true…

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What’s in a Name? Four Things “Prince George” Tells Us about Millennials and the New Luxury

George Alexander Louis. Three simple names that dominated much of the media coverage in the last weeks of July. But lost in the hubbub about Britain’s newest prince was the symbolism implicit in his name, which in fact speaks volumes about Affluent Millennials and luxury today.

TheCambridgesInCharlottetown

Fresh, elegant, traditional. The freshly married Duke and Duchess of Cambridge in Prince Edward Island on their 2011 tour of Canada as taken by one of our Ipsos staff members.

 

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Seizing the Future: A Global Study of Women

We just released the fifth wave of Women, Power & Money – a study that Ipsos MediaCT conducts for FleishmanHillard and Hearst Magazines. Entitled Seizing the Future, the latest wave of the study finds women to be increasingly future-focused as economic anxiety eases.  She is now more likely to describe herself as knowledgeable, independent and…

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New Year’s Resolutions (And The Deeper Meaning Behind them)

Each month, I sit down to consider the meaningful results of the Ipsos Mendelsohn Affluent Barometer, a ongoing study of America’s Affluent. On New Year’s, I took my cue from the promise and potential 2013 holds for each of us, especially Affluent consumers. Fully 81% tell us they set specific goals or resolutions for 2013, a figure consistent with previous years. But what is particularly telling is the nature of those goals.

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Affluent Musings For 2012

Throughout the year, we here at Ipsos MediaCT have been monitoring the behaviors and attitudes of America’s most affluent consumers: adults 18+ in households with incomes of $100,000 or more. Looking back at 2012, a clear theme had emerged…

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America’s Affluent Crave Content

Last week, Ipsos MediaCT released findings from the 2012 Mendelsohn Affluent Survey. Now in its 36th consecutive year, the survey tracks the lives, lifestyles and media habits of Affluent Americans (defined as the 59 million adults with $100K+ annual household income). One of our key findings is that Affluent hunger for content and connectivity continues to grow – both in print and digital formats.

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A Hangover from High-Expectations: Insights from the Latest Survey of Consumer Finances

Last month the Federal Reserve Board released results from the latest Survey of Consumer Finances (SCF), a triennial government survey that is one of the most definitive sources of information about the financial lives of American families. Conducted in 2010, (and just now released, after two years of government number-crunching), the SCF paints a vivid portrait of how money ebbed and flowed in American lives during the turbulent decade that ushered in the new millennium: 2000-2010.

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High Hopes for the High Earners? America’s Affluent Speak

As one of our research participants put it, when asked to describe his optimism about the economy: “I believe there are indicators that the economy is recovering… unemployment is falling slightly, the real estate market is improving, companies are beginning to offer raises, etc.”

This is powerful stuff given it comes from one of the most influential markets in America: Affluent individuals, defined as adults living in households with at least $100,000 in annual household income.

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