Ensuring that marketing research is actionable and understandable (not simply a bunch of numbers on a page) is one of Michael’s key strengths.

His 18-year career in marketing research includes experience both on the client as well as supplier side. Before founding Probit Research, he led marketing research within the industry standard server division at Hewlett-Packard (Compaq Computer Corporation).

Prior to Compaq, he was Managing Director of Marketing Sciences at Millward Brown IntelliQuest (a marketing research company specializing in high-tech research). Michael has also held positions at USAA in San Antonio, Walker Information Group in Indianapolis, and Tangram in Ft. Worth.

Michael is a leading expert in the use of multivariate analytic techniques, including conjoint/discrete choice methods for product optimization and pricing, segmentation, and structural equation modeling. He has been at the forefront of testing and validating cutting-edge techniques, including partial profile discrete choice and Hierarchical Bayes analysis.

He holds a Ph.D. in Experimental Psychology (with emphasis on cognitive Psychology and quantitative methods) from Texas Christian University where he also received his M.S. and B.S. degrees. He is also on the Advisory Board of the MS Marketing Research program at the University of Texas at Arlington.