Research Sciences Profile:
J.D. Deitch, Ph.D.
Analytic Director, Games and Software

Since joining NPD late in 2004, J.D. Deitch’s role as analytic director has been ensuring that NPD games and software industry clients receive the best possible market estimates. His work puts him in frequent contact with both the clients he serves and a diverse range of NPD colleagues – from the Operations group to account managers to Research Sciences counterparts – involved in NPD’s research for other industries.

“I have a very holistic perspective on data quality, and I tend to view our efforts not just from a methodology point-of-view, but from a process standpoint, as well,” J.D. explained. “While high-quality research design is a must, it’s vital that we continue developing research systems that can be implemented cleanly to produce consistent results over time. I want our clients to be confident that when they run a monthly tracking report, they’re looking at apples-to-apples results, and that changes in the data reflect true and accurate marketplace changes.”

J.D. began his career in market research when he was nearing the end of his doctoral program in political science. “I was close to finishing my dissertation when I realized my strong econometrics background would be useful in business. In an interview that resulted in several years of market research in retail financial services, I told my future employer that the methods I used to determine how a voter might choose a certain candidate were no different from those I’d use to figure out how that person might choose a checking account. It worked. In fact, in my work at NPD, I still rely on many of those same concepts from economic models of behavior,” he said.

While working for one of the largest credit unions in the U.S., J.D. used his analytical skills to alter the way the company spent its marketing dollars. “By developing predictive models from different data sources to target likely buyers, we got a huge lift on our response rates and realized tremendous cost efficiencies. Then I expanded my scope: as an analyst, I was often beholden to someone to provide me with data, so I became a student of database design and data modeling. And since I had a vested interest in creating research that helped our managers and executives answer questions, I got into the strategic elements of market planning, too.”

Venturing out on his own as an independent consultant for several years, he fine-tuned methodologies that would become assets to NPD’s Research Sciences team. “Every great methodology idea has to somehow contribute to helping our clients make better decisions,” J.D. said. “At NPD, I know I’m helping clients solve real problems.”

J.D. holds a Bachelor’s degree in Economics and Political Science and a Ph.D. in Political Science with Distinction in Research Methodology and Analysis.