Faculty Director
James L. Frank Professor of Private Enterprise and Management, Yale School of Management
Professor Sudhir’s research focuses on gaining market insights by analyzing consumer and firm actions through econometric modeling. He is currently focused on research on consumers in emerging markets.
Professor Sudhir has consulted for Fortune 500 firms across many industries, including technology, financial services, entertainment and retailing. He specializes in analyzing the firms’ internal data to obtain actionable market insights.
His research has been honored with numerous awards across all major quantitative marketing journals. He received the Bass Award at Marketing Science and the Lehmann Award at the Journal of Marketing Research; he has honorable mentions for the Wittink Award in Quantitative Marketing and Economics and Best Paper Award in International Journal of Research in Marketing. He has also been a finalist for the Little Award at Marketing Science and the Paul Green Award at Journal of Marketing Research.
He serves on the editorial boards of all the leading quantitative marketing journals: Journal of Marketing Research, Marketing Science and Quantitative Marketing and Economics.
Executive Director
Over the past fifteen years, Tracy Sheerin has leveraged audience, competitive and cultural understanding to build innovative global brands such as Procter & Gamble, Mattel, Nike, Adidas, Nissan and the Getty Foundation. With an M.B.A. as well as a design portfolio, she’s shaped brands at every stage of development – from idea generation, to product design and development, to consumer research, to advertising, to sales. This breadth of experience helps her understand the real world implications of customer insights among practitioners.
Prior to joining the center, Tracy worked as Planning Director at TBWA\Chiat\Day in Los Angeles, where she was responsible for strategic leadership and audience understanding on several key brands. Earlier, Tracy worked at Nike on an award-winning product development team during a high-growth stage.
Tracy is a graduate of the University of Notre Dame and the University of Southern California Marshall School of Business, where she was awarded the Dean’s Scholarship. She is the recipient of Effie and Jay Chiat brand strategy awards.