Steve Needel,

Dr. Stephen Needel is Managing Partner of U.S.-based Advanced Simulations. This international company uses virtual reality simulations to study retailing, marketing, and shopper consumption issues. As principal of Simulation Research, he helped introduce virtual reality to the marketing research world in 1993. His previous jobs included Vice President for Product Development and for Analytical Services at A.C. Nielsen, as well as head of the advanced analytical team at Information Resources. Earlier jobs included analytical roles at Burke Marketing Research and Quaker Oats and a lecturer at the University of Connecticut, where he received his doctorate in Social Psychology. He is a frequent speaker on topics such as virtual reality's role in marketing research and on category management research. He has recently authored book chapters on assortment research and the role of consumer insights in marketing research.