Unlocking social and behavioural analytics

How do humans make their decisions, and can we predict them? If the answer is yes, it may change completely how some industries and companies interact with their customers.


Hamed Aghakhani

Hamed Aghakhani’s research revolves around how consumers interpret claims made in advertisements and react towards marketplace deception, and to find solutions to protect consumers from deceptive and misleading advertisements. Aghakhani also investigates the effects of situational cues on consumers’ perceptions of product desirability and consumers’ attitudes. His findings contribute to the literature on food consumption, health marketing and advertising.

Sergio Carvalho

Sergio Carvalho is working on two projects related to social and behavioural analytics: 1) investigating how consumers react to corporate social responsibility initiatives that involve price increases; 2) investigating how group identity influences people’s willingness to engage in pro-social behaviour.

Jenny Chen

Jenny Chen’s research focuses on economic and managerial decisions of companies facing competition. It utilizes the game theory, customer behaviour modeling, and analytics tools to derive optimal decisions. The research results have been applied in areas such as supply chain management, revenue management and customer returns.

Hélène Deval


Bill Foster

Bill Foster explores the relationship between formal organization and informal social networks, the influence of that relationship on organizational performance and strategy, and the resulting evolution of the intra-organizational network. These informal networks have proven critical to both individual and organizational outcomes.

Paola Gonzalez


Dana Kabat-Farr

Dana Kabat-Farr is interested in how group membership and group demographics affect risk for and experiences of negative social interactions (e.g., incivility, sex-based harassment) in organizations. Individuals with stigmatized social identities are at greater risk of experiencing demeaning or degrading treatment on the job, which in turn can make them more likely to leave their employment. This may help to explain their underrepresentation in upper echelons of organizations. Organizational demographics, such as the gender ratio, are also important to consider when examining interpersonal interactions.

Kyung Lee

Kyung Young Lee is investigating various topics related to social media and behavioural analytics. Using linguistic analytics (i.e., text-mining and sentiment analysis), he investigates the effect of heuristic factors embedded in the reviews of an online travel community (Qyer.com) on the popularity of user-curated ‘best places to visit’ recommendations and also examines the linguistic characteristics of fake reviews on Yelp.com. For the topic of social media, he investigates users’ political participation behaviours via social media in a developing country.

Rick Nason

Rick Nason is examining how the concepts and measures of complexity science and information theory can enhance both financial risk management and enterprise risk management. In particular, the research is developing paradigm shifting management techniques that are necessary because complicated techniques are increasingly being managed by expert systems or outsourced, which leaves only the complex and wicked tasks for management to deal with.

Binod Sundararajan

Using a combination of Uses & Gratification Theory (UGT), social network analysis (SNA), Dynamic Social Interaction Theory (DSIT) and diffusion of innovation, Sundararajan is investigating the various aspects of sociocultural communication and managing identities in online fora and the adoption of innovations and technologies within organizations.

Valerie Trifts

Valerie Trifts is investigates how personalization technologies can be leveraged in the context of digital product placements to create strategic benefits for both the advertised brand and the digital entertainment product in which the brand placement is embedded.

Ali Ülkü

M. Ali Ülkü’s research thrusts include the analysis of sustainable supply chains (SCs) and logistics systems, operations-marketing interface, and mathematical modeling of societal and interdisciplinary problems. He is investigating the optimal design of closed-loop SCs in the apparel industry, and the impact of consumers’ return behaviour analytics on SC sustainability.

Bo Yu

Bo Yu is interested in using technologies to represent users to solve social issues. Technologies play a determining role in social affairs when they act and make decisions on behalf of their users. This type of application of technologies demands both innovative design and careful examination of the impacts on both individuals and social systems.