Felix is a Professor of Marketing at Copenhagen Business School. His research examines how consumers make decisions and how digitalization transforms markets and businesses, with a focus on digital business models and the effects on pricing and branding. He also studies the role of Generative AI and Large Language Models in business, research, and Corporate Digital Responsibility. Methodologically, he specializes in advanced quantitative approaches to consumer decision-making, particularly conjoint analysis and discrete choice experiments. Felix has published widely in leading academic journals and turns these insights into impact by advising companies and serving as Chief Scientist at Kwantum Labs.