Measuring the why behind what people buy.

I’m a psychometrician working where psychology, data science, and marketing meet. For most of my career I’ve chased one question: what’s actually going on in the customer’s mind, and how do you measure it reliably?

My doctoral research at Clark University looked at how consumers build their identities, in part, from the brands they use. That work became the basis of a research practice, and later a company. Along the way I led research at Hill Holliday and Protobrand.

Traditional marketing tools are good at explaining what consumers do. They struggle to explain why. Psychographic intelligence is the missing layer. It adds to survey, media, and transaction data, but only when the measures behind it are built and scored with care.

That’s why I care about the details: where the data comes from, how a score is calculated, and whether a measure actually predicts what it claims to.