Chris earned his PhD in Communication focusing on advertising and persuasion, and this background adds immeasurably to WSM's company knowledge. Prior to joining WSM in 2005, Chris taught undergraduate courses on mass communication theory and the societal impact of mass media. At WSM, Chris conducts quantitative research primarily, but on occasion engages in focus groups, IDIs, and ethnography. He is particularly skilled at developing methodologies to suit the unique needs of our clients and uncovering the stories the data tell us. Chris is a dedicated distance runner who has participated in the NYC Marathon.