I teach marketing research and analytics with a focus on helping students translate business problems into data-driven decisions. My courses emphasize problem formulation, research design, and the practical use of data to generate actionable insights.
At the University of Kentucky, I teach Introduction to Marketing Research (≈140 students per year), covering the full research process—from defining business questions and collecting data to analyzing results and communicating recommendations. The course is structured around applied projects in which students conduct research using tools such as Qualtrics, Jamovi/SPSS, Sawtooth, and industry databases.
My teaching draws on both my research and prior experience in executive education. Before entering academia, I developed and delivered programs in the U.S., Mexico, and Europe, which continues to shape an approach that emphasizes clarity, relevance, and real-world application. I have also taught a doctoral bootcamp in statistical programming at Duke University, focused on experimental design and data analysis.
Beyond the classroom, I develop original teaching materials to support applied learning. These include multiple undergraduate cases and a grant-funded dataset based on a nationally representative survey, designed to be used by students and instructors in marketing research courses. I also mentor doctoral students on early-stage research projects.
Grant-Funded Dataset (2026)
Owala: Using Survey Research and Experimentation to Guide Growth
Nationally representative dataset (N=290) with teaching case and materials.
Original Teaching Cases
Allbirds at a Crossroads (2025) — research design and problem formulation
Unseen Insights (2025) — internal data analysis
ProBlend Appliances (2024) — conjoint analysis
Mentorship
Member, Doctoral First-Year Paper Committees (University of Kentucky)
Research mentor to PhD students in consumer behavior and marketing research