Irma has been acknowledged as one of America's foremost experts on consumer behavior and trend forecasting. Conducting on-going work with directional consumers through in-home ethnographies, expert roundtables and scene immersions allows her to anticipate emerging trends and early shifts in consumer behavior.

In demand as a guest speaker and television commentator, she is frequently quoted in the business press for her insights on consumer behavior and market trending (e.g. The Observer UK, The New York Times, Business Week, CNN, The Economist, and WWD).

She is also an active video blogger on Zandlicious.com covering a wide range of topics including the new frugality, healthy living, nightlife trends and frequently reviews books, movies and new products.

Irma is an avid bicyclist - frequently logging 30 mile rides on the weekends. Her favorite rides include Red Hook, Governors Island and the west side of Manhattan from Battery Park City to the George Washington Bridge. She also loves to cook and is famous for her dinner parties bringing together diverse and interesting groups of people. She has also recently started an entrepreneurs club to mentor and bring together women who are starting businesses.