Carl is engaged in development and application of marketing sciences for Lodestar clients, including mathematical modeling, experiments, measurement, and methodology. He has over 30 years of experience in determining client business issues, identifying marketing science solutions, and translating those solutions into meaningful business insights, recommendations, and plans.

Carl has extensive statistical expertise to support these activities. His publications include: a book entitled Segmentation Marketing: New Methods for Capturing Business Markets (Harper-Collins), a Harvard Business Review article “Marketing When Customer Equity Matters” (May, 2008), plus numerous peer-reviewed journal publications and many podium appearances.

Carl has experience doing marketing sciences in financial services, package goods, technology, telecoms, energy, pharmaceuticals, healthcare, travel, and transportation.


Marketing Sciences; Market Research; Predictive/Key Driver Modeling; Market Positioning; Marketing Accountability; Market Segmentation


Carl was with TNS North America for 13 years, most recently as their Chief Marketing Scientist, providing thought leadership and management in the Marketing Sciences Center, the Center for Strategic Services, the Advanced Methods Group, and directed a global software application development team. Prior to joining TNS in 1998, Carl was at National Analysts in Philadelphia for 15 years, Vice President and Director of Advanced Research Methods, and, earlier, Project Manager. Prior to that, for 6 years he was group leader responsible for consumer research and clinical testing in various product development divisions of Procter & Gamble in Cincinnati, Ohio. He also spent a year as Lecturer at the University of Illinois at Urbana-Champaign. Carl has a Ph.D. in Quantitative Psychology, from the University of Illinois at Urbana-Champaign.