Jake Lee

Jake holds degrees in both Business and Statistics. He was first introduced to choice experiments in an MBA marketing course. He found it so fascinating that he snuck into a much more technical Ph.D. level course on the same topic the next semester. Prior to graduation, the same professor, who allowed him to participate in the advanced course, introduced him to a friend and helped him get a job at The Modellers. There got hands-on experience working on experiments with some of the leading experts in consumer choice. While working there, his infatuation with helping business make better decisions turned into an obsession. Since that early post graduate experience, Jake has gone on to present several new-to-the-world discoveries at various conference including the American Marketing Association’s Advanced Research Technique Forum and the Sawtooth Software conference. Today he leads Red Analytics, an analytics firm with a strong emphasis on consumer choice. The company works on projects that run the gamut from standard applications to large problems requiring extra computing power to rare problems that require a new approach or updates to the standard approach to avoid pitfalls for clients. Jake has pioneered the development of best-in-class market simulators. The Red Analytics’ simulators are custom built for each client, able to harness the power of cloud computing, and provide an added layer of firewall security for sensitive data. The custom-built applications can address specific client needs like Willingness-to-Pay and a wide range of different cost calculations. You can find out more about Jake's company at https://redanalytics.net