Steve specializes in the design of research, the analysis of marketing data, and using advanced marketing science tools to solve business problems. Among other innovations, Steve first introduced Choice-based Conjoint Analysis and MaxDiff to the marketing practitioner community. For his contributions to marketing science, Steve won the prestigious Parlin Award from the American Marketing Association (AMA) and The Buck Weaver Award from the INFORMS Society for Marketing Science (ISMS). Steve is only one of four people to have won both awards and he is the only practitioner to have done so. He is currently partner and co-founder of in4mation insights, a marketing analytics, research, and software company that has been applying Hierarchical Bayesian models to solve business problems for over 25 years.