University Teaching

Below you'll find recent courses I've taught at different colleges and universities.

Market Research

Research on Consumer Behavior in the Digital Age

Research/Lab in Psychology


There are always business problems to be solved. How can we increase growth? Should we cater towards a small group of heavy users or a large group of switchers? Will a loyalty program work for our brand? What channel should I choose so as to maximize exposure to my ad campaign?

Market research provides the answers to these problems. Increasingly, businesses are run on data-driven decisions, and consequently market research is in high demand. Such demand has allowed for the emergence of innovative methods and types of data analysis. The objective of this course is to situate you in the ever-expanding discipline of market research. You will learn traditional marketing concepts such as segmentation, brand positioning map, and conjoint analysis while also dabbling in some of the newer research techniques, such as eye tracking, FMRIs, and social network analyses.

Market research isn’t just about data, analysis, and results. It’s about learning the skills that will help you explain and interpret the results in the context of your client’s business problem. We will use readings and class lectures to get hands on practice in data collection and analysis, and projects with real clients to practice linking data analysis with client management and recommendations.                        


Traditional research in consumer behavior focuses primarily on the buyer in the context of in-store purchases. However, today’s revolutions in technology continue to expand the arena in which consumers can engage in new consumption behaviors.

Social media platforms, such as Facebook, Twitter, Snapchat, Instagram, and Pinterest, all provide ways in which companies can pay influencers, such as celebrities, to post about their product. Platforms, such as Reddit, allow consumers to form their own niche brand communities. Companies, such as Amazon, continue to build ways in which it is easier and more convenient for consumer to shop online. All of these changes in the technological landscape continue to shape new consumer behaviors.

This research-intensive course is designed to have students develop research on the forefront of consumer behavior in the context of the digital world. Students will spend the first part of the course reviewing new research on digital consumer behavior and new research methods of digital data collection (e.g., using API’s). Students will then spend the rest of the semester planning and executing a research project on digital consumer behavior. The end goal of this course is a publishable paper that creates new insights for academics and practitioners in the field of consumer behavior and for you to present these findings to the strategy department at Hill Holliday.


This research course provides students with an overview of the empirical research practices in psychology. It also practical skills in designing and carrying out both group and individual research projects.

This course will include two levels of research: (1) group research using experimental probes to uncover the extraordinary significance of ordinary life and (2) individually proposed and executed research projects.