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 doctorate in marketing from MIT Sloan, postdoctoral research at Princeton, and an undergraduate foundation in neuroscience from UC Berkeley. Previously I served as Assistant Professor of Marketing and David Eccles Emerging Scholar at the 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 covered by the Wall Street Journal, Forbes, and CNBC.