Steve Gaskin

Principal

Steve is a principal at Applied Marketing Science. With more than 35 years of experience, he conducts qualitative and quantitative research for the automotive, high-tech, industrial, aerospace, consumer packaged goods, and other industries. Steve also serves as an expert witness for legal cases, most often in the area of conjoint analysis for class actions.

Steve has worked with professors from MIT, Columbia and Penn State to develop new methods of conjoint analysis. For other clients, he has built models for measuring the sales lift from trade promotions at the store-item level, as well as models for household-level targeting for major consumer packaged goods manufacturers and grocery chains. In addition, he has developed and deployed internationally sales force sizing and allocation models in the pharmaceutical industry. Over the past few years he has worked on improvements to QFD (Quality Function Deployment), to provide more actionable results.

Steve co-authored an article on Defensive Marketing Strategy with MIT Professor John Hauser, and another with MIT Professor Glen Urban on market share rewards to pioneering brands, which won the TIMS College of Marketing award for best paper of 1986. He has also published a number of articles on new choice modeling methodologies, most recently in the Journal of Marketing Research. Steve is also a member of INFORMS (The Institute for Operations Research and Management Science).

Professionally, Steve most enjoys helping clients develop innovative industrial products for worldwide markets. Personally, Steve enjoys world travel, spending time in the jungle in Belize, collecting 14th century Chinese porcelain shards from Indonesia, studying Asian art, growing orchids, skiing, riding his bicycle, and spending time with his family.

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