Simon Blanchard’s research interests include the development of empirical and statistical models to understand the large amount of heterogeneity observed in consumers’ decision making processes. In his thesis, Dr. Blanchard proposed a new statistical methodology that can be used to illustrate how consumers simultaneously organize products and brands into a multitude of categories in ways that may not be intuitive to managers. In addition to giving invited presentations on his thesis and to presenting at conferences, he has articles published or forthcoming in journals such as the Journal of Consumer Research, Marketing Letters and Computational Statistics and Data Analysis.

Dr. Blanchard is a member of the American Marketing Association, the Association for Consumer Research, the Psychometric Society, and the Society of Mathematical Psychology.