The words simplify, predict, and advise resonate with George Terhanian, founder of Electric Insights.
The experiences he had as a basketball player and coach shape his view. Every player wanted to know how to increase their shooting percentage. They were looking for simple numbers: the expected increase in percentage points associated with any change they could make. Then they would decide whether to put in the effort to make a specific change. Terhanian knows that CEOs, CMOs, brand managers, insights professionals, and others want that same thing: trustworthy predictions of how their actions will affect critical outcomes.
Terhanian has held C-level roles for The NPD Group, Toluna, and Harris Interactive, as his
Earlier in his career, he taught and coached in public and private schools. The basketball teams he helped coach at the Episcopal Academy in Philadelphia won three league titles, with an overall record of 75 wins and 6 losses.
Terhanian holds a Ph.D. from the University of Pennsylvania, a master’s degree from Harvard, and his undergraduate degree from Haverford College. He's known for conceiving of the idea of using propensity score matching to make survey data more accurate.
His work is published in several refereed journals. The UK’s Market Research Society named The Possible Benefits of Reporting Percentage Point Effects a finalist for "best paper in 2019's International Journal of Market Research."
Advice on Making the Most of Basketball Three-Point Shot Data is Terhanian's most recent work. It is published in The Sport Journal.