Duncan Simester


Nanyang Technological University Professor
Professor of Marketing

 

Duncan Simester Duncan Simester investigates retail pricing and how customers form inferences about competitive prices from common marketing cues such as sale signs, price endings, installment billing offers, and credit card logos. Simester also investigates how operations research techniques can be used to optimize marketing decisions. His current work explores the long-term costs of stockouts, the long-term impact of promotion decisions, dynamic catalog mailing decisions, and adaptive techniques for the optimal design of pricing and product decisions. Other work investigates the allocation of ownership in channel relationships, and the adaptive design of market research instruments. His research is often inter-disciplinary in nature, using methodologies developed in economics or operations research to make contributions to the academic literature. The research relies heavily on industry participation, and includes many large-scale field tests conducted with a variety of direct marketing companies and other retail firms.

Faculty Media

  • [Innovation@Work Webinar] Understanding the Customer Decision Process: Why Good Products Fail

    MIT Sloan Professor Duncan Simester discusses the customer evaluation process of products and services, as well the role of branding in the consumer decision process, and how customers make...


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  • Credit Cards Encourage Extra Spending as the Cash Habit Fades Away

    A host of economic and social science research suggests that consumers tend to spend more using plastic than they ever would with actual cash.


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  • Why Great New Products Fail

    Many innovative new products don’t succeed in the marketplace. One common reason: Companies don’t focus enough on understanding how customers evaluate products and make purchase decisions.


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  • Are You a “Harbinger of Failure”?

    Study shows some consumers have an unerring knack for buying unpopular products.


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  • Run Field Experiments to Make Sense of Your Big Data

    Making marketing decisions based on an analysis of Big Data can be risky if not done properly, because data seldom reveal the causal links between correlated events.


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  • Duncan Simester: The Perils of Execution-Style Thinking

    “Why do managers spend so little time thinking?” asks Duncan Simester, NTU Professor of Marketing at MIT Sloan. “The problem is a relentless focus on execution."


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  • Why You Should Ignore Yelp Reviews

    Article about Yelp, a website that allows users to rate and review all kinds of service businesses, from restaurants to moving companies to churches.


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  • Is This Online Review Fake? Here's How to Tell

    How do you know what's a true complaint (or compliment), and what's a business to do about fake reviews?


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  • Beware the Negative Review

    A recent study by MIT Sloan Professor Duncan Simester and Eric T. Anderson of Kellogg School of Management of Northwestern University, found that approximately 5% of product reviews on a large...


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  • Why Do Some Gamers Post Fake Negative Reviews?

    Marketing researchers at Northwest University and MIT looked at consumer reviews on an online clothing store, cross-referenced against the retailer's records of the consumer's actual...


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Contact Information

Office: E62-542
Phone: 617-258-0679
Fax: 617-258-7579
Email: simester@mit.edu
Website: http://web.mit.edu/simester/Public/
Support Staff
Name: Christina Sherman
Phone: (617) 324-4095

Teaches In

Understanding the Customer Decision Process: Why Good Products Fail
Learn how customers evaluate whether a product or service creates value.