Steve Needel

Advanced Simulations USA


Dr. Stephen Needel is Managing Partner of U.S.-based Advanced Simulations. This international company uses virtual reality simulations to study retailing, marketing, and shopper consumption issues. As principal of Simulation Research, he helped introduce virtual reality to the marketing research world in 1993.

His previous jobs included Vice President for Product Development and for Analytical Services at A.C. Nielsen, as well as head of the advanced analytical team at Information Resources. Earlier jobs included analytical roles at Burke Marketing Research and Quaker Oats and a lecturer at the University of Connecticut, where he received his doctorate in Social Psychology.

He is a frequent speaker on topics such as virtual reality’s role in market research and category management research. He has authored several book chapters on MR topics and contributes to Greenbook and Linkedin’s MR groups, championing the cause of science versus religion in marketing research.

Steve Needel What’s New In VR Research – And What’s Not
Steve Needel 23 Years Of Virtual Reality – What Have We Learned?