I am a Ph.D. candidiate in quantitative marketing at Simon Business School, University of Rochester. My research has two broad streams:

• I study hidden frictions in consumer journeys (e.g., information and search frictions) to guide platform design and managerial strategy.

• I stuty decision making in peer networks (e.g., influencer agencies, sales teams).

Most of my current projects involve collaborations with industry partners from emerging markets like China, India and Bangladesh. Methodologically, I use structural modeling, causal inference and machine learning, complemented by survey and field experiment.