Bill is a US Naval Academy alumnus, taught mathematics, earned a PhD in anthropology, and was a client side Market Research Manager for several years. Bill joined WSM in 1999. Given this background, there is no question that he can perform extraordinarily well in any situation. As a WSM VP, Bill is responsible for the design, implementation, and management of a wide range of quantitative research projects. He specializes in advanced quantitative techniques such as Maximum Difference Scaling (MaxDiff), and brings methodological sophistication to WSM's pricing, conjoint, and market segmentation studies.