Jeff Brazell

Professor (Lecturer) of Marketing and Director of the Center for Strategic Analytics

Department of Marketing, Executive MBA, Full-Time MBA, Professional MBA

Career Line, Faculty

Dr. Jeff D. Brazell is a Professor (Lecturer) in the Department of Marketing and the Director of the Center for Strategic Analytics at the David Eccles School of Business. Jeff has received teaching awards from two universities, taken a company from startup to successful exit, and publishes in top marketing, law, and economics journals. He co-authors a textbook on Marketing Research with Professor Greg Allenby at Ohio State University.

In 1999, Dr. Brazell founded The Modellers, an advanced analytics, predictive modeling, and software company. He served as CEO and built the company until it was sold to Omnicom, a $15.1 billion marketing and communications company, in 2010. Seed investors made 41x and late investors 40% IRR. When sold, the company had offices in London, Salt Lake City, New York, Los Angeles, Princeton, and Chicago. The company commercialized new theory, methodologies, and models by working both directly with Fortune 500 companies and indirectly through marketing research firms such as Nielsen, Kantar, and JD Power, and management consulting companies such as McKinsey and Bain.

Over the past 20 years, Jeff has led relationships with hundreds of the world’s best companies including American Express, Microsoft, Pfizer, J&J, Boeing, P&G, GM, LG, AT&T, Audi, Adobe, Disney, Barclays, Hilton, Levi’s, Pepsi, Toyota, Coke, FedEx, NFL, NBA, Pixar, Capital One, Canon, Burger King, Sony, Citi, IBM, Nordstrom, PayPal, US Dept of Defense, Facebook, and others.

Dr. Brazell is a well-connected thought leader in the market research industry with a track record of translating analytics-based research into practical insights. He loves to improve industry practice, and help people, teams, and companies grow to their full potential.

Areas of Expertise

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Education

Doctorate
University of Sydney, Sydney, Australia, PhD (Marketing Science), July 2000

Teaching Experience

University of Utah 1993-1994

University of Sydney 1994-1999

University of Utah 2019-current

Publications

Journal Publications

1. “A Probit Model with Structured Covariance for Similarity Effects
and Source of Volume Calculations,” Dotson, Jeffrey P., John
R. Howell, Jeff D. Brazell, Thomas Otter, Peter J. Lenk, Steve
MacEachern, and Greg M. Allenby, (2018) Journal of Marketing
Research, Vol 55, 35-47.
2. “Modeling the Customer Decision Journey,” Brazell, Jeff D., Christopher
Karbo, Matthew Madden, (2017) (forthcoming) Sawtooth
Software Conference Proceedings.
3. “Economic Valuation of Product Features,” Allenby, Greg M., Jeff
D. Brazell, John R. Howell, and Peter E. Rossi, (2014) Quantitative
Marketing and Economics, 12, 421-456.
4. “Valuation of Patented Product Features,” Allenby, Greg M., Jeff D.
Brazell, John R. Howell, and Peter E. Rossi, (2014) Journal of Law
and Economics, 57, 3, 629-663.
5. Using Conjoint Analysis to Determine the Market Value of Product
Features, Allenby, Greg M., Jeff Brazell, John Howell, and Peter
Rossi, (2014) Proceedings of the 2013 Sawtooth Software Conference.
6. “Bayesian Analysis of Hierarchical Effects,” Chandukala, Sandeep
R., Jeffrey P. Dotson, Jeff D. Brazell, and Greg M. Allenby, (2011)
Marketing Science, 30, 1, 123-133.
7. “Sequential Sampling Models of Choice: Some Recent Advances,”
Otter, Thomas, Joe Johnson, Joerg Rieskamp, Greg M. Allenby,
Jeff D. Brazell, Adele Diederich, Wes Hutchinson, Steve MacEachern,
Shiling Ruan, and Jim Townsend, (2008) Marketing Letters, 19,
255-267.
8. “Market Share Constraints and the Loss Function in Choice Based
Conjoint Analysis,” Gilbride, Timothy J., Peter J. Lenk, and Jeff D.
Brazell, (2008) Marketing Science, 27 (November/December), pp.
995-1011.
9. “Models of Heterogeneous Variable Selection,” Gilbride, Timothy
J., Greg M. Allenby, and Jeff Brazell, (2006) Journal of Marketing
Research, 43, 420-430.
10. “Avoiding IIA Meltdown,” Allenby, Greg M., Jeff Brazell, Tim Gilbride
and Thomas Otter, (2005) Sawtooth Software Conference Proceedings.
11. “The Effect of Attribute Variation on Consumer Choice Consistency,”
Dellaert, Benedict G.C., Jeff D. Brazell, and Jordan J. Louviere,
(1999) Marketing Letters, Vol. 10 (2), May 1999, p. 139.
12. “Public Support for Free Trade Agreements: The Influence of
Economic Concerns, Group Identification, and Cognitive Involvement,”
Granzin, Kent L., John J. Painter, Jeff D. Brazell, and Janeen
E. Olsen, (1998), Journal of Macromarketing, Vol. 18 (1), Spring
1998, p. 11.
13. “International Marketing Internet in the Classroom (IMIC): A Global
Approach to the Group Case Method,” Fish, Kelly E., Carlos Ruy
Martinez, Roberto J. Santillan, and Jeff D. Brazell, (1998), Marketing
Education Review, Vol. 8, No. 2, (Summer) 1998, 75-82.
14. “An Examination of Influences Leading to Americans’ Endorsement
of the Policy of Free Trade,” Granzin, Kent L., and Jeff D. Brazell,
(1997) Journal of Public Policy and Marketing, Vol. 16 (1), Spring
1997, p. 93.

Books and Chapters

1. Allenby, Greg M. and Jeff D. Brazell (2016) Seven Summits of Marketing
Research: Decision-Based Analytics for Marketing’s Toughest
Problems, Regalis Publishing, https://proxy.qualtrics.com/proxy/?url=http%3A%2F%2Ffisher.osu.edu%2F7Summits&token=rllhu1W8v6TwGGj7LHXebhKbKUhPJaSlYBSOG1NmEnI%3D.
2. Relating Customer Value to Strategic Competence: A Discrete-
choice Measurement Approach, Co-authors: David Midgley
and Timothy M. Devinney, in Ron Sanchez & Jorg Freiling (editors),
The Marketing Process in Organizational Competence, Volume
1 of Research in Competence-based Management, Amsterdam:
Elsevier, 2005, 15-45.
3. PhD Thesis, “Stimulus Ambiguity in Choice Research: A Choice
Consistency Perspective,” published May 2000.

Presentations

Conference Presentations

1. “Modeling the Customer Decision Journey,” Sawtooth Software
Conference, September 2016, Park City, UT, with Chris Karbo and
Matt Madden.
2. “7 Summits of Marketing Research”, AMA Advanced Research
Techniques (ART) Forum, June 2012, Seattle, WA, with Greg Allenby
3. “Bayesian Analysis of Hierarchical Effects of Advertising on Brand
Choice,” AMA Advanced Research Techniques (ART) Forum, June
2010, San Francisco, CA, with Sandeep R. Chandukala, Jeff Dotson,
and Greg M. Allenby.
4. “Emerging Issues In the Design of Choice Experiments,” AMA Advanced
Research Techniques (ART) Forum, 2009, Whistler, BC, CA.
5. 2010: A Probit Model with Structured Covariance for Similarity
Effects and Source of Volume Calculations, AMA ART Forum 2009
– Best Paper, Whistler, BC, CA
6. “Introduction to Advanced Marketing Research Techniques,” AMA
Advanced Research Techniques (ART) Forum, June 2008.
7. Introduction to Advanced Marketing Research Techniques,” AMA
Advanced Research Techniques (ART) Forum, June 2008.
8. “Market Share Constraints and the Loss Function in Choice Based
Conjoint Analysis,” Advanced Research Techniques (ART) Forum,
June 2008, Asheville, NC, with Tim Gilbride.
9. Introduction to Advanced Marketing Research Techniques,” AMA
Advanced Research Techniques (ART) Forum, June 2008.
10. “Introduction to Advanced Marketing Research Techniques,” AMA
Advanced Research Techniques (ART) Forum, June 2007.
11. “Making Segmentation Really Work: Using Data Fusion Models to
Find Your Targets,” PMRG Annual National Conference, Las Vegas,
NV, March 2007.
12. “Dual Response ‘None’ Approaches: Theory and Practice,” 2006
Sawtooth Software Conference, Delray Beach, FL.
13. “Introduction to Advanced Marketing Research Techniques: A
Roadmap,” AMA Advanced Research Techniques (ART) Forum,
June 2006, Monterey, CA.
14. “Introduction to Advanced Marketing Research Techniques: A
Roadmap,” AMA Advanced Research Techniques (ART) Forum,
June 2005, Coeur D’Alene, ID.
15. “Data Fusion: The Parfait Model,” 26th Annual Marketing Research
Conference, 2005, Cambridge, MA.
“Improving Executive Decision-Making with Predictive Market Intelligence,”
Reinventing CPG & Retail Summit: Strategies for Accelerating Profits and Revenue Growth, 2005, Ft Lauderdale, FL.
17. “Power of Predictive Analytics,” Insight User Conference, 2004,
Boston, MA.
18. “In Search of More Accurate Models,” Ph.D. Colloquium, 2004,
Ohio State University, Columbus, OH.
19. “Beyond the Basics: Choice Modeling Methods and Implementation,”
AMA Advanced Research Techniques (ART) Forum, June
2003, Monterey, CA.
20. “Fusing Data From Multiple Sources: Segmenting for Effective
Linkages,” AMA Advanced Research Techniques (ART) Forum, June
2003, Monterey, CA.
21. “Understanding the Dynamics of Partial Profile Application in
Choice Experiments,” AMA Advanced Research Techniques (ART)
Forum, June 2001, Amelia Island, FL.
22. “Understanding the Dynamics of Partial Profile Application in
Choice Experiments,” INFORMS Marketing Science Conference,
2001, University of Maryland, MD.
23. “Understanding the Dynamics of Partial Profile Application in
Choice Experiments,” AMA Advanced Research Techniques Forum,
2001, Amelia Island, Florida, with William L. Moore, Christopher G.
Diener, Pierre Francois Uldry, and Valerie Severin.
24. “Prediction and Explanation of True Preference Segments in
Choice Data: A Comparison of Advanced Techniques Across Data
Sets with Differing Levels of Segment Heterogeneity,” AMA Advanced
Research Techniques Forum, 2000, Monterrey, California,
with Christopher G. Diener.
25. Modeling the Three C’s: A Multiple Stated Choice Experiment Gap
Analysis Approach, presented at INFORMS Marketing Science Conference,
Fontainebleau, July 1998, with David Midgley and Timothy
M. Devinney.
26. “Interactions in Consumer Decision Processes in Best/Worst Conjoint,”
INFORMS Marketing Science Conference, 1997, Berkeley,
CA.
27. “That’s an Easy Choice! Consumer Involvement and Choice Consistency,”
INFORMS Marketing Science Conference, 1997, Berkeley,
CA.
28. Respondents’ Help, Learning, and Fatigue, presented at 1997 INFORMS
Marketing Science Conference, University of California at
Berkeley, Berkeley, California, with Jordan Louviere.
29. “Respondents’ Help, Learning, and Fatigue,” INFORMS Marketing
Science Conference, 1997, Berkeley, CA.
30. “Revisiting Order Effects: Are They Just Differences in Random
Variation?” INFORMS Marketing Science Conference, 1996, University
of Florida, Gainesville, FL
31. Modeling Unexplained Variance in Consumer Choice Processes:
The Case of Choice Alternative Driven Heteroscedasticity, presented
at 1996 INFORMS Marketing Science Conference, University of
Florida, Gainsville, Florida, with Benedict Dellaert, Jason Gray-Lee,
and Jordan Louviere.
32. Revisiting Order Effects: Are They Just Differences in Random
Variation? presented at 1996 INFORMS Marketing Science Conference,
University of Florida, Gainsville, Florida, with Jason Gray-Lee,
Jordan Louviere, and Joffre Swait.
33. “Nobody Will Do That”! An Empirical Investigation of Survey
Length Effects on Response Rate and Reliability in Choice Model
Experiments, presented at 1995 INFORMS Marketing Science Conference,
University of NSW, Sydney, Australia, with Jordan Louviere,
Benedict Dellaert, Jason Gray-Lee, and Madeleine Pullman.
34. Rescaling Applied to Stereotyping: Is What They Want What You
Think? presented at 1995 INFORMS Marketing Science Conference,
University of NSW, Sydney, Australia, with Thomas Crook,
Benedict Dellaert, Jordan Louviere, and Chris Diener.
35. How Many Degrees of Freedom Are Needed in Conjoint Analysis:
An Empirical Investigation, presented at 1994 TIMS Marketing Science
Conference, University of Arizona, Tucson, AZ, 1994, with Bill
Moore and Terry Pavia.
36. An Examination of the Influences Leading to Americans’ Endorsement
of Free Trade, in proceedings, 1994 American Marketing Association
Summer Educators Conference, San Francisco, CA, with
Kent L. Granzin and Janeen E. Olsen.

Affiliations

American Marketing Association, 1993 – present
The Institute of Management Science, 1993 – present
Academy of Marketing Science, 1994 – present
Pharmaceutical Market Research Group, 2006 – present
Pharmaceutical Business Intelligence and Research Group, 2007– present

Awards and Honors

CEO of the Year, Utah, 2016
GlassDoor CEO rating of 100%, 2010-2016
Best Paper, AMA Advanced Research Techniques Forum 2009
for “A Probit Model with Structured Covariance for Similarity
Effects and Source of Volume Calculations,” Whistler, BC, CA
Teaching Recognition Award, University of Sydney Faculty of
Economics, December 1996
Outstanding Marketing Scholar, David Eccles School of Business,
University of Utah, 1992-1993
Student’s Choice Teaching Award, Graduating Class of 1994,
University of Utah David Eccles School of Business, June 1994
Teaching Excellence Award, David Eccles School of Business,
University of Utah, May 1994
Phi Kappa Phi, National Honorary Society
Beta Gamma Sigma, National Business Honorary Society
Phi Beta Kappa, National Arts Honorary Society