John R. Hauser is the Kirin Professor of Marketing at M.I.T.’s Sloan School of Management. He has co-authored textbooks on product development and is a former editor of Marketing Science. He has published over eighty scientific papers. Among his many awards, Professor Hauser has won the Converse Award for contributions to the science of marketing, the Parlin Award for contributions to market research, and the Buck Weaver Award for contributions to the theory and practice of marketing science. He has won various best-paper awards from both the American Marketing Association and the INFORMS Society of Marketing Science (ISMS). He has received awards for outstanding teaching and his students have won major dissertation awards. He has consulted on various topics, including product development, sales forecasting, market research, Voice of the Customer, defensive strategy, and R&D management, and has been an expert witness in over fifty cases. He is one of the co-founders of and a senior consultant at Applied Marketing Science, Inc., a former trustee of the Marketing Science Institute, a fellow of INFORMS, an inaugural fellow of ISMS and serves on many editorial boards. Hauser holds an SB and an SM in electrical engineering, an SM in civil engineering, and an ScD in operations research, all from MIT.