Duncan Simester


Duncan Simester


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


"Introduction to the Special Issue on Marketing Science and Field Experiments."

Nelson, Leif, Duncan Simester, and K. Sudhir. Marketing Science Vol. 39, No. 6 (2020): 1033-1038.

"Efficiently Evaluating Targeting Policies: Improving Upon Champion vs. Challenger Experiments."

Simester, Duncan, Artem Timoshenko, and Spyros Zoumpoulis. Management Science Vol. 66, No. 8 (2020): 3295-3798.

"Targeting Prospective Customers: Robustness of Machine Learning Methods to Typical Data Challenges."

Simester, Duncan, Artem Timoshenko, and Spyros I. Zoumpoulis. Management Science Vol. 66, No. 6 (2020): 2291-2799.

"The Surprising Breadth of the Harbingers of Failure."

Simester, Duncan, Catherine Tucker, and Clair Yang. Journal of Marketing Research Vol. 56, No. 6 (2019): 1034-1049.

Load More

Recent Insights

Ideas Made to Matter

Four marketing lessons from the sad fate of Crystal Pepsi

Are the wrong people buying your new product? How to avoid “harbingers of failure.”

Read Article

Media Highlights