Dr. Struhl has more than 25 years’ experience in consulting and research, specializing in providing effective,practical solutions based on statistical models of decision-making and behavior. His work addresses how buying decisions are made, understanding consumer groups and their motivations, optimizing service delivery and product configurations and finding the meaningful differences among products and services.

Steven’s experience includes serving 15 years as Senior Vice President, Senior Methodologist at Total Research (later Harris Interactive), where he focused on strategy and analytics for pricing, product/service optimization, decision making, customer loyalty and consumer motivations. He also served as head of analytics for the life sciences/pharmaceutical group there for many years. Earlier experience includes working as Director of Market Research at SPSS, Inc., where he guided development of new statistical software, and senior positions in financial services and communications.

Dr. Steven Struhl PhD, MBA, MA

His expertise comes from extensive direct work with the methods, and includes both application and refinement of numerous approaches to solving practical problems. He has designed, conducted and analyzed studies in many areas including:

  • Discrete choice modeling and conjoint analysis,
  • Price sensitivity and elasticity modeling,
  • Market segmentation,
  • Customer loyalty/commitment and retention,
  • Bayesian Networks
  • Machine learning methods,
  • Data mining,
  • Text and Web data analytics,
  • Best-prospect or best-customer identification models,
  • Optimizing communications and media mix,
  • Graphical display of complex data.

Recent clients include both major and midsize companies in pharmaceuticals and healthcare, information technology, telecommunications, consumer package goods, consumer durables, insurance and financial services. He has written a book, Market Segmentation: An Overview and Review, as well as many articles on multivariate analysis, computer software, and psychology. He also speaks at conferences and has given numerous seminars on pricing, choice modeling, market segmentation, and presenting data; and has taught graduate courses in statistical methods and data analysis. He has actively worked to develop staff and client understanding and the fuller use of methods to solve business problems throughout his career.

He holds an MBA from the Booth School at the University of Chicago, a doctorate in psychology from the Chicago School of Professional Psychology, and MA and BA degrees from Boston University.

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