As founder and Managing Director of immr and Founding Advisor to Unstract, Dr. Hendrix helps companies and startups succeed in highly competitive, technology- and data-driven markets by developing compelling value propositions, validating product-market fit, and accelerating adoption of new products, services and solutions. Focusing on new-to-market products enabled by technologies, Dr. Hendrix provides guidance on new product-market opportunities, positioning and differentiation, market sizing, and go-to-market strategies. With expertise and extensive experience in research, consulting and advisory roles, Phil has led assignments for clients in retail, insurance (health and P&C), healthcare, financial services, transportation, and other industries. He has advised startups in markets as diverse as SaaS, customer engagement, location-based services, content discovery, healthcare and others. Phil is also the founding advisor to Zipstack, a VC-funded startup developing innovative Generative AI solutions. In addition, he vets startups and vendors for enterprise clients in a number of areas, including GenAI and AI.Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy, now part of PwC), founder and head of IMS, and a principal with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at Emory University and the University of Michigan, teaching courses in marketing, market research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint appointment in the Survey Research Center, Institute for Social Research.As an analyst, Phil has published 20+ analyst reports on data, digital, mobile and related technologies. A regular contributor at leading industry conferences, Phil has presented webinars and led workshops for leading clients. For 5+ years he curated and published a weekly newsletter on data and analytics, including AI, for business and analytics professionals in a Fortune 20 client.