I am an Associate Professor at the Erasmus School of Economics, Erasmus University Rotterdam. My work sits at the intersection of behavioral science and advanced analytics, with a focus on understanding and predicting customer and firm choices.

Using econometric and behavioral models, I study how individuals and organizations make consumption and go-to-market decisions. I have a particular interest in complex, high-stakes markets such as healthcare, life sciences, manufacturing and engineering, financial markets, etc. 

Alongside academic research, I actively collaborate with organizations on applied research and evidence-based decision support, translating rigorous analytics into practical insight. I am also deeply involved in talent development. Over the years I have taught and coached Bachelor, Master’s and PhD students, as well as professionals on-the-job, on topics such as go-to-market, voice of customer, customer insights, commercial and business acumen, marketing essentials, etc.