“Seenu” Srinivasan’s expertise is in the area of market research. In particular, he is most well known for his research in “conjoint analysis.” This survey-based research approach is useful for product (or service) planning and pricing by predicting which among several multi-attribute products or services customers are likely to choose. Every year more than 14,000 commercial applications of conjoint analysis methods occur. His other research interests are measurement of brand equity and market structure analysis (the nature and magnitude of substitutability among brands in a product market).

Professor V. “Seenu” Srinivasan received his Bachelor’s degree in Mechanical Engineering from the Indian Institute of Technology, Madras (Chennai), and was the gold medalist in his graduating class. He worked for two years as a production-planning engineer at Larsen and Toubro, Mumbai prior to joining Carnegie-Mellon University where he received his MS and PhD in Industrial Administration. He is currently the Adams Distinguished Professor of Management, Emeritus at the Stanford Business School. He was formerly the director of Stanford Business School's doctoral program and the faculty director of its Strategic Marketing Management executive program.

Professor Srinivasan’s primary research interest is in the measurement of customer preferences (conjoint analysis) and its role in product and service planning and pricing. He has also contributed to other market research areas such as measurement of brand equity and market structuring. At the Stanford MBA program, he taught the core course “Data and Decisions (Accelerated),” an elective course “Customer-Focused Product Marketing,” and was the faculty member in charge of the MBA Global Management Experience program SAIL (Stanford And IIMB - Indian Institute of Management Bangalore - Link). Professor Srinivasan has been a consultant to several companies and has won best-teacher awards. He was an associate editor of the Journal of Marketing Research and Management Science and is currently on the Editorial advisory board of Marketing Science. He received the Parlin Award for outstanding contributions to marketing research, the Churchill Award for lifetime achievement in marketing research, the Converse Award for outstanding contributions to the development of the science of marketing, and eleven other best research paper awards. Professor Srinivasan is a fellow of the Institute for Operations Research and the Management Sciences (INFORMS) and a fellow of the INFORMS Society for Marketing Science (ISMS).