Paul has been in the market research analytics field for 20+ years. His specialty is in advanced marketing science applications including conjoint, segmentation, driver analysis, and many others. He was among the first practitioners to apply Maximum Difference Scaling as a basis for segmentation, hierarchical Bayes random effects models for conjoint and multivariate probit models for menu choice. At Bain, he leads the application of advanced analytics to solving strategic problems. Currently, he is helping to adapt the tools of marketing science and market research to big data analytics.