Paul Markowitz
- Partner, Strategy
- Boston
Expertise
- Brand and marketing science
- Brand strategy
- Brand portfolio analysis
- Branded offer design
- Brand positioning
- Brand driver analysis
- Customer experience analysis
- Brand valuation
Connect
Work
Paul leads the brand science practice. His group focuses on helping clients understand customer needs through primary market research and advanced statistical techniques. His specialties include brand valuation, brand extension, brand positioning, market segmentation, pricing, product feature development, new product development, line extensions and customer satisfaction improvement. He has played a leadership role in the development of new advanced analytic capabilities including Bayesian statistics, random effects models and maximum difference scaling.
Paul has worked with Canada Post, Capital One, Citizens Bank, Clear Channel, Malaysia Airlines and Sam’s Club.
Musings
"I’m really excited about all the new ways we have to measure brand strength, performance, and value. Using survey research to measure brands is more relevant than ever. We have new methods, applications and opportunities to apply science to the art of branding. The world is changing; we measure it and help brands adjust before the market forces a reaction."
Background
Paul was formerly a vice president in the strategic marketing analytics group at Knowledge Networks, where he led market research studies for clients in a wide variety of industries using state-of-the-art quantitative methods.
Etcetera
Paul is a regular speaker at the American Marketing Association’s Advanced Research Techniques Forum. He presented his paper "Data Augmentation or Distributional Simplification—Handling Individual Variation in Choice Models" in June 2007.
He is a member of the American Marketing Association.
Paul holds a B.A. in economics from The Johns Hopkins University and a Ph.D. in economics from Brown University.