The difference is that, instead of conducting basic scientific research to advance theory and publish it, I conduct applied research with the goal of helping clients to become more competitive, productive, and profitable. MaPS serves clients in a variety of industries, particularly in rapidly changing fields such as high technology and financial services.
Many firms engage in market research.
Many of my colleagues have advanced degrees in the social sciences, but most, like myself, stumbled into this career without even knowing that the field existed. My personal career path began when, as an undergraduate at the University of Florida, I read Robert Cialdini's Influence , an enormously entertaining book that combines sound social science with fascinating practical examples. Realizing that pursuing psychology could lead to either an applied or an academic career and wanting to keep my options open, I received a PhD in social psychology from Harvard University. I then pursued an academic career and returned to the University of Florida as a visiting professor. Unfortunately, I was less enthralled with other aspects of academic life and began to wonder if basic research and a professor's salary were really for me.