I am a Provost’s Distinguished Associate Professor and a Dean’s Professor at the McDonough School of Business, Georgetown University, where I have been a faculty member since 2011. At Georgetown, I teach Customer Analytics Practicum to MBA students and Research Design to MS students in Business Analytics. I also serve as the Academic Director of the MBA Certificate in Customer Analytics and Insights.My research focuses on developing tools and methodologies to help managers understand consumer decision-making processes using various research methods, including surveys, experiments, econometrics, and psychometrics. Substantively, I often explore how consumers interact with their finances and technology.I have published 29 articles in top marketing and psychology journals, such as the Journal of Consumer Research, Marketing Science, Journal of Marketing Research, Journal of Marketing, Psychological Science, and Psychometrika. I have received numerous recognitions, including being named a Marketing Science Institute Young Scholar (2017) and a Marketing Science Institute Scholar (2023). I am also a winner of the Robert J. Lavidge Global Marketing Research Award, granted by the American Marketing Association Foundation to recognize a marketing practitioner or educator who has shown practical implications for use by others.In addition to my research and teaching, I hold extensive editorial roles. I currently serve as an Associate Editor for the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and the International Journal of Marketing Research. I am also a Vice President for the INFORMS Society for Marketing Science (ISMS) and a former co-chair of the American Marketing Association’s Summer Conference and a former member of the AMA Academic Council.As a marketing and research expert, I also practice. I serve in commercial litigation and advise financial services and technology companies on business strategies and research, as well as advising financial and technology startups. My research and perspectives on consumer finances and technology have been featured in media outlets such as Forbes, Fortune, Harvard Business Review, NerdWallet, The New York Times, Marketplace, and NBC News.Connect with me to discuss insights into consumer behavior, advanced marketing analytics, and innovative research methodologies.