Richard McCullough
Who We Are

Richard McCullough

Senior Consultant, Advanced Analytics

Richard has been working with Kelton for nearly a decade, providing technical consulting in the areas of advanced analytics and research methodologies. His expertise is deepest in conjoint analysis, structural equation models, latent class models, segmentation analysis and brand imagery measurement.

Richard has published over 40 articles, papers and essays in the field and has presented papers at several North American research conferences, including the AMA’s Advanced Research Techniques Forum and the Sawtooth Software Conference, two of the leading marketing sciences conferences in the world.

Richard began his career on the client side, first building demand forecast models for a California energy company and later conducting a variety of research studies as a divisional research manager at Levi Strauss & Co. After working for several years at an international design research consulting firm, Richard launched his own firm specializing in advanced analytics and research methodologies. Richard has a BS in Mathematics from University of California at Davis and an MBA from Pepperdine University. He loves the creative side of statistics and enjoys designing research methodologies to address questions as yet unanswered.

When he is not crunching numbers, he is likely tasting fine wines or snorkeling in Hawaii with his beautiful Quebecoise wife, Christine. He speaks, or at least pretends to speak, all three non-native languages of North America and plays the ukulele. He aspires to learn Hawaiian. He has no pets.

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