John R. Hauser
Kirin Professor of Marketing, Sloan School of Management, Massachusetts Institute of Technology
Analysis Group Contact
Rebecca Kirk Fair
Sc.D., operations research, and M.S., civil engineering and electrical engineering, Massachusetts Institute of Technology
Summary of Experience:
Dr. Hauser’s current interests include the development of new “virtual customer” methods for rapid, usable marketing and product-development data obtained via the Web; automated marketing methods for the dynamic optimization of marketing tactics; new methods for targeting customer needs; setting strategic priorities for product development; metrics for product development; and customer satisfaction incentives for product development. He has consulted for a variety of corporations on product development, sales forecasting, marketing research, voice of the customer, defensive strategy, and R&D management. He is one of the founders of Applied Marketing Science, Inc., and has provided expert witness testimony regarding marketing research and sales forecasting. Professor Hauser is president-elect of the INFORMS Society for Marketing Science. He has published numerous articles in leading marketing journals and has received awards for his outstanding scientific contributions, among them the American Marketing Association's Charles Coolidge Parlin Marketing Research Award. Dr. Hauser is the coauthor of two textbooks, Design and Marketing of New Products (Prentice Hall) and Essentials of New Product Management (Prentice Hall).
CUSTOMER BEHAVIOR AND CLASS ACTIONS
In this Q&A, our affiliate John Hauser explains “customer heterogeneity,” a marketing concept that can be applied usefully in litigation matters, particularly in the area of class certification.