I currently run System 3 Labs, where I work on automating scientific research processes for behavioral scientists and market researchers. I like to build (1) consumer digital twins, (2) psychologically grounded market simulators, and (3) autonomous scientific reasoners.

My background includes a PhD in marketing from MIT Sloan, postdoctoral research at Princeton University, and an undergraduate foundation in neuroscience from UC Berkeley. Previously I served as Assistant Professor of Marketing and David Eccles Emerging Scholar at the Eccles School of Business, University of Utah, where I received the Marvin J. Ashton Teaching Excellence Award and the Dr. Rodney H. Brady Faculty Superior Teaching Award. My research has been published in leading academic journals in marketing and decision-making, and featured in the Wall Street Journal, Forbes, and CNBC.