An award-winning entrepreneur, specializing in design of research, analysis of marketing data, and using marketing science tools to solve business problems.

* First to translate Louviere’s academic work into Choice-based Conjoint Analysis (1983).

* First to apply Latent Class models to Choice-based Conjoint Analysis (1995).

* First model for simultaneous multiway segmentation (1997).

* First introduced Menu-based Conjoint Analysis (2000).

* First introduced Maximum Difference Scaling (MaxDiff) to measure consumer preferences (2000).

* AMA Parlin Award (2011) "established by the AMA & The Wharton School to honor distinguished academics & practitioners who have demonstrated outstanding leadership & sustained impact on the profession of marketing research over an extended period. The Parlin Award is today a preeminent national honor." see: http://www.prleap.com/pr/180014/

* Received "Buck Weaver Award" (2016). Award is given by the INFORMS Society for Marketing Science (ISMS) & MIT and it honors distinguished scholars and practitioners who have excelled in the achievement of rigor and relevance in marketing science.

* NextGen Marketing Research winner of the 2012 Disruptive Innovator Award

* Quirk's Marketing Research Magazone Lifetime Achievement Award (2022)

* Elected to Marketing Research Hall of Fame by the New York Marketing Research Council (2013)

* 2-time nominee for the Paul Green Award, given by the AMA to the paper appearing in the prior year’s Journal of Marketing Research that “shows the most promise of influencing marketing research over the next 5 years.”

* ESOMAR’s John & Mary Goodyear Award for the Best International Research Paper (2003)

* AMA’s David Hardin Award for the Best Paper that appeared in previous year’s Marketing Research Magazine (2005)

* Best Presentation at Sawtooth Software conference (2003), introducing MaxDiff.