steven m struhl, phd | senior marketing scientist
Steve has more than 25 years’ experience in consulting and research, focusing on applying advanced methods to strategic goals, and framing results and explanations so decision makers can use them effectively. His work addresses how buying decisions are made and understanding consumer groups and their motivations. Steven’s experience includes serving 15 years as Senior Vice President, Senior Methodologist at Total Research (which became a part of Harris Interactive). There he focused on strategy and analytics for pricing, product and service optimization, decision making and customer loyalty. He also served as head of analytics for the life sciences/pharmaceutical group there for many years. Earlier experience includes working as Director of Market Research at SPSS, Inc., where he guided development of new statistical software, and senior positions in financial services and communications.
His expertise comes from extensive work with the methods, and includes both application and refinement of numerous approaches to solving practical problems. He has designed, conducted and analyzed studies in many areas including:
- Discrete choice modeling and conjoint analysis
- Price sensitivity and elasticity modeling
- Market segmentation
- Customer loyalty/commitment and retention
- Bayesian analytical methods and other machine learning methods
- Data mining
- Text and Web data analytics
- Best-prospect or best-customer identification models
- Optimizing communications and media mix
- Graphical display of complex data
Recent clients include both major international, national and midsize companies, in pharmaceuticals and healthcare, information technology, telecommunications, consumer products, automotive, insurance and financial services. He has written a book, Market Segmentation: An Overview and Review, as well as many articles on multivariate analysis, computer software, and psychology. He also speaks at conferences and has given numerous seminars on pricing, choice modeling, market segmentation, and presenting data. In addition, he has taught graduate courses in statistical methods and data analysis. He has actively worked to develop staff and client understanding in the fuller use of methods to solve business problems throughout his career.
He holds an MBA from the University of Chicago Booth School of Business, a doctorate in psychology from the Chicago School of Professional Psychology, and MA and BA degrees from Boston University.
