Duncan Simester


Duncan Simester

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Duncan Simester is a professor at the MIT Sloan School of Management where he holds the NTU Chair in Management Science. He is an expert on how economics and artificial intelligence can contribute to the understanding and practice of marketing and strategy. His work is widely published in the academic literature. The studies rely heavily on industry participation, and often include large-scale field experiments conducted with cooperating firms. Simester regularly consults with a variety of organizations on topics related to marketing strategy, go-to-market strategies, and the use of artificial intelligence and experiments to improve business decisions.

Prior to joining the faculty at MIT, Duncan was a professor at the University of Chicago’s Graduate School of Business. He is also a qualified lawyer and member of the bar in his native New Zealand.

Duncan holds a PhD from MIT.


Simester and Tucker win AMA award

INFORMS award goes to Simester


"Price Frictions and the Success of New Products."

Aparicio, Diego and Duncan Simester. Marketing Science.

"Belief Disagreement and Portfolio Choice."

Meeuwis, Maarten, Jonathan A. Parker, Antoinette Schoar, and Duncan I. Simester. Journal of Finance Vol. 77, No. 6 (2022): 3191-3247. SSRN Preprint.

"A Sample Size Calculation for Training and Certifying Targeting Policies."

Simester, Duncan, Artem Timoshenko, and Spyros I. Zoumpoulis, Working Paper. September 2022.

"Canary Categories."

Anderson, Eric, Chaoqun Chen, Ayelet Israeli, and Duncan Simester, Working Paper. January 2022.

"Using Purchase Rates to Identify Brands with Similar Treatment Effects."

Gabel, Sebastian, Duncan Simester, and Artem Timoshenko, Working Paper. 2022.

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