Steven Gaskin

Introduction

Steve Gaskin is a consultant at Applied Marketing Science (AMS). Additionally, Steve serves as an expert witness for legal cases involving marketing science and consumer behavior. 

With more than 30 years of experience in market research, Steve has developed proprietary 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. He also implemented the first commercial application of FastPace, a new adaptive conjoint analysis technique developed as part of MIT’s Virtual Customer Initiative. The journal article describing FastPace was published in Marketing Science and won the John D. C. Little Award for Best Marketing Science Paper in 2003. 

Steve began his marketing career in the ASSESSOR Division of Management Decision Systems, Inc., where he worked with professors from the MIT Sloan School of Management on developing models for new product forecasting and defensive marketing strategy. He subsequently became head of research and development for ASSESSOR, extensively rebuilding its new product forecasting capabilities in the areas of consumer packaged and durable goods. Steve is also the developer of RAPIDS, a sales force optimization tool that helps managers determine the best size and structure for their sales force, as well as the best allocation of resources across products, segments and regions. Later in his career, he was president of The Delphi Group, working on worldwide new vehicle sales forecasting for the Ford Motor Company, litigation research for major corporations, and teaching training courses to consultants on statistics and multivariate analysis techniques. 

Steve has published an article on defensive marketing strategy in Marketing Science with AMS co-founder John Hauser of MIT. He also co-authored an article 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 lectured and published a number of articles on new choice modeling methodologies, including  the February 2011 issue of the Journal of Marketing Research. Most recently, he was a contributing author to an article in the May 2013 issue of Marketing Letters regarding marketing’s role in innovation in business to business firms. 

Steve received his Bachelor of Science from the MIT Sloan School of Management. He also received his Master of Science from the Sloan School, where he was awarded the Brooks Prize for best Master’s Thesis.