EXPERTISE

Brands & Branding, Competitions & Markets, Consumer Behavior & Insights, Innovation & New Product Development, Marketing Analytics, Marketing ROI, Omnichannels & Customer Journey, Pricing

Part of my research focuses on how consumers search for products and product information prior to making purchase decisions. My research helps understand the importance of managing discovery of your firm's products and how to facilitate their inclusion in consumers' search sets. Another part of my work focuses on the formation of preferences, and the facilitating role of brands in helping consumers find and use products, especially in crowded industries such as CPG markets. In this research, I also study the role of branding on effectively facing competition. A final strand of work that I am involved with deals with measuring the value consumers attach to time savings offered by your firm. In this work that also deals with internet migration, and demand for convenience, I study how consumers value products that require less of their time to use or buy. I have experience with consulting assignments in the following three fields: (1) new product development and using marketing analytics in combination with consumer surveys to forecast new product success. (2) finding ways to use your company's own data more efficiently and effectively to support marketing decision making, e.g., raising awareness and visibility, sales forecasting, promotion planning, etc. (3) looking at price holistically using experimental and empirical data to help measure the value that is created by your firm's (new) products in the eyes of consumers; helping find the price that optimally balances profits (value to your firm) and consumer surplus (value to your customers). I have extensive experience in - teaching engagements and conducting fun, interactive, workshops with firms at the senior and middle level, both in US and European contexts. - research collaborations and data sharing for one-off customized problems.