Olivier Toubia

Glaubinger Professor of Business | Senior Vice Dean for Curriculum and Instruction

Henry R. Kravis Hall, Room 925
665 W 130th Street, NY 10027
(212) 854-8243
ot2107@gsb.columbia.edu

Academic Employment

Glaubinger Professor of Business
Columbia Business School, New York, NY
2012 – Present
Professor of Marketing
Columbia Business School, New York, NY
2011 – 2012
Associate Professor of Marketing (with Tenure)
Columbia Business School, New York, NY
2010 – 2011
David W. Zalaznick Associate Professor of Business (without Tenure)
Columbia Business School, New York, NY
2007 – 2010
Assistant Professor of Marketing
Columbia Business School, New York, NY
2004 – 2007

Education

Ph.D. in Marketing
MIT Sloan School of Management, Cambridge, MA
June 2004
S.M. in Operations Research
Massachusetts Institute of Technology, Cambridge, MA
January 2001
Ingénieur
Ecole Centrale Paris, Paris, France
June 2000

Research Interests

Innovation Idea Generation Creativity Preference Measurement Computational Social Science Generative AI

Honors and Awards

Professional Activity

Administrative & Leadership Roles

  • 2026–present: Senior Vice Dean for Curriculum and Instruction, Columbia Business School.
  • 2019–2022: Chair of Marketing Division, Columbia Business School.
  • 2019–2022: Member of the Tenure Review Advisory Committee (TRAC), Columbia University.
  • 2016–2019: Faculty Director, The Eugene Lang Center for Entrepreneurship, Columbia Business School.
  • 2016–2018: VP Education, INFORMS Society for Marketing Science (ISMS).

Editorial Roles

  • 2026–present: Associate Editor, Journal of Consumer Research.
  • 2025–present: Associate Editor, Journal of Marketing.
  • 2025–present: Member of the Advisory Board, Marketing Science.
  • 2022–2024: Editor-in-Chief, Marketing Science.
  • 2019–2021: Senior Editor, Marketing Science.
  • 2018: Co-Editor, Quantitative Marketing and Economics.
  • 2013–2018: Senior Editor, Customer Needs and Solutions.
  • 2013–2015: Associate Editor, International Journal of Research in Marketing.
  • 2015–2017: Associate Editor, Journal of Consumer Research.
  • 2014–2018: Associate Editor, Management Science.
  • 2016–2018: Associate Editor, Marketing Science.
  • 2010–2017: Associate Editor, Operations Research.
  • 2008–2018: Member of Editorial Board, International Journal of Research in Marketing.
  • 2010–2018: Member of Editorial Board, Journal of Marketing Research.
  • 2006–2016: Member of Editorial Board, Marketing Science.
  • 2011–present: Member of the Scientific Committee, Recherche et Applications en Marketing.

Ad-hoc Reviewer

American Economic Review, Applied Stochastic Models in Business and Industry, California Management Review, Decision Support Systems, European Journal of Operations Research, European Research Council, Interfaces, International Journal of Product Development, Israeli Science Foundation, Journal of Behavioral Decision Making, Journal of Business and Economic Statistics, Machine Learning, Marketing Letters, National Science Foundation, Physica A, Proceedings of the National Academy of Science, Product and Operation Management, Psychometrika, Review of Marketing Science.

Peer-Reviewed Journal Publications

Toubia, Olivier, Duncan I. Simester, John R. Hauser, and Ely Dahan (2003)
“Fast Polyhedral Adaptive Conjoint Estimation”
Marketing Science, 22(3) (lead article)
Winner, 2003 John Little Award Winner, 2005 Frank M. Bass Award Finalist, 2011-2013 ISMS Long Term Impact Award
Toubia, Olivier, John R. Hauser, and Duncan I. Simester (2004)
“Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis”
Journal of Marketing Research, 16, 116-131
Finalist, 2004 Paul Green Award
Hauser, John R., and Olivier Toubia (2005)
“The Impact of Utility Balance and Endogeneity in Conjoint Analysis”
Marketing Science, 24(3)
Toubia, Olivier (2006)
“Idea Generation, Creativity, and Incentives”
Marketing Science, 25(5) (lead article)
Winner, 2006 John Little Award Winner, 2016 ISMS Long Term Impact Award Finalist, 2013-2015 ISMS Long Term Impact Award
Toubia, Olivier, and Laurent Florès (2007)
“Adaptive Idea Screening Using Consumers”
Marketing Science, 26(3), 342-361
Toubia, Olivier, John R. Hauser, and Rosanna Garcia (2007)
“Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application”
Marketing Science, 26(5) (lead article)
Winner, 2005 John A. Howard AMA Dissertation Award
Toubia, Olivier, and John R. Hauser (2007)
“On Managerial Efficiency for Experimental Designs”
Marketing Science, 26(6)
Evgeniou, Theodoros, Massimilano Pontil, and Olivier Toubia (2007)
“A Convex Optimization Approach to Modeling Consumer Heterogeneity in Conjoint Estimation”
Marketing Science, 26(6)
Abernethy, Jacob, Theodoros Evgeniou, Olivier Toubia, and Jean-Philippe Vert (2008)
“Eliciting Consumer Preferences using Robust Adaptive Choice Questionnaires”
IEEE Transactions on Knowledge and Data Engineering, 20(2) (lead article)
Netzer, Oded, Olivier Toubia, Eric T. Bradlow, Ely Dahan, Theodoros Evgeniou, Fred M. Feinberg, Eleanor M. Feit, Sam K. Hui, Joseph Johnson, John C. Liechty, James B. Orlin, Vithala R. Rao (2008)
“Beyond Conjoint Analysis: Advances in Preference Measurement”
Marketing Letters, 19(3)
Jarnebrant, Peter, Olivier Toubia, and Eric Johnson (2009)
“The Silver Lining Effect: Formal Analysis and Experiments”
Management Science, 55(11)
Stephen, Andrew, and Olivier Toubia (2009)
“Explaining the Power-Law Degree Distribution in a Social Commerce Network”
Social Networks, 31 (262-270)
Ofek, Elie, and Olivier Toubia (2009)
“Marketing and Innovation Management: An Integrated Perspective”
Foundations and Trends in Marketing, 4(2), 77-128
Stephen, Andrew, and Olivier Toubia (2010)
“Deriving Value from Social Commerce Networks”
Journal of Marketing Research, 47(2), 215-228
Winner, 2010 Don Lehmann Award Finalist, 2010 Paul Green Award Finalist, 2015 William F. O’Dell Award
Hauser, John, Olivier Toubia, Theodoros Evgeniou, Rene Befurt, and Daria Dzyabura (2010)
“Disjunctions of Conjunctions, Cognitive Complexity, and Consideration Sets”
Journal of Marketing Research, 47(3), 485-496
Toubia, Olivier, Martijn G. de Jong, Daniel Stieger, and Johann Fueller (2012)
“Measuring Consumer Preferences Using Conjoint Poker”
Marketing Science, 31(1), 138-156
Toubia, Olivier, Eric Johnson, Theodoros Evgeniou, and Philippe Delquié (2013)
“Dynamic Experiments for Estimating Preferences: An Adaptive Method of Eliciting Time and Risk Parameters”
Management Science, 59(3), 613-640
Toubia, Olivier, and Andrew T. Stephen (2013)
“Intrinsic versus Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?”
Marketing Science, 32(3), 368-392 (lead article)
Winner, 2022 Don Morrison Long Term Impact Award Finalist, 2013 John Little Award
Toubia, Olivier, Jacob Goldenberg, and Rosanna Garcia (2014)
“Improving Penetration Forecasts Using Social Interactions Data”
Management Science, 60(12), 3049-3066
Yang, Cathy L., Olivier Toubia, and Martijn G. de Jong (2015)
“A Bounded Rationality Model of Information Search and Choice in Preference Measurement”
Journal of Marketing Research, 52(2), 166-183
Winner, 2015 Paul E. Green Award
Lehmann, Donald R., Oded Netzer, and Olivier Toubia (2015)
“The Future of Quantitative Marketing: Results of a Survey”
Customer Needs and Solutions, 2, 5-18
Luo, Lan, and Olivier Toubia (2015)
“Improving Online Idea Generation Platforms and Customizing the Task Structure Based on Consumers’ Domain Specific Knowledge”
Journal of Marketing, 79(5), 100-114
Pham, Michel Tuan, Ali Faraji-Rad, Olivier Toubia, and Leonard Lee (2015)
“Affect as an Ordinal System of Utility Assessment”
Organizational Behavior and Human Decision Processes, 132 (November), 81-94
Toubia, Olivier, and Oded Netzer (2017)
“Idea Generation, Creativity, and Prototypicality”
Marketing Science, 36(1), 1-20 (lead article)
Winner, 2017 John Little Award Finalist, 2025 Don Morrison Long Term Impact Award
Liu, Jia, and Olivier Toubia (2018)
“A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries”
Marketing Science, 37(6), 930-952
Winner, 2018 John Little Award
Yang, Cathy L., Olivier Toubia, and Martijn G. de Jong (2018)
“Attention, Information Processing and Choice in Incentive-Aligned Choice Experiments”
Journal of Marketing Research, 55(6), 783-800 (lead article)
Johnson, Eric, Stephan Meier, and Olivier Toubia (2019)
“What’s the Catch? Suspicion in Motives of Banks and Sluggish Refinancing”
The Review of Financial Studies, 32(2), 467-495
Finalist, 2020 Exeter Prize
Toubia, Olivier, Garud Iyengar, Renée Bunnell, and Alain Lemaire (2019)
“Extracting Features of Entertainment Products: A Guided LDA Approach Informed by the Psychology of Media Consumption”
Journal of Marketing Research, 56(1), 18-36
Liu, Jia, and Olivier Toubia (2020)
“Search Query Formation by Strategic Consumers”
Quantitative Marketing and Economics, 18, 155–194.
Toubia, Olivier, Jonah Berger, and Jehoshua Eliashberg (2021)
“How Quantifying the Shape of Stories Predicts Their Success”
Proceedings of the National Academy of Sciences, 118(26).
Liu, Jia, Olivier Toubia, and Shawndra Hill (2021)
“Content-Based Model of Web Search Behavior: An Application to TV Show Search”
Management Science, 67(10), 6378–6398.
Toubia, Olivier (2021)
“A Poisson Factorization Topic Model for the Study of Creative Documents (and their Summaries)”
Journal of Marketing Research, 58(6), 1142–1158.
Friedman, Elizabeth, and Olivier Toubia (2022)
“Pricing Fairness in a Pandemic: Navigating Unintended Changes to Value or Cost”
Journal of the Association for Consumer Research (special issue on COVID-19), 7(1), 89–97.
Dew, Ryan, Asim Ansari, and Olivier Toubia (2022)
“Letting Logos Speak: Leveraging Multiview Representation Learning for Data-Driven Branding and Logo Design”
Marketing Science, 41(2), 401–425.
Finalist, 2022 John Little Award
Li, Ye, Antonia Krefeld-Schwalb, Daniel Wall, Olivier Toubia, Eric J. Johnson, and Daniel M. Bartels (2022)
“The More You Ask, the Less You Get: When Additional Questions Hurt External Validity”
Journal of Marketing Research, 59(5), 963–982.
Piper, Andrew, and Olivier Toubia (2023)
“A Quantitative Study of Non-Linearity in Storytelling”
Poetics, 98 (101793).
Berger, Jonah, and Olivier Toubia (2024)
“The Topography of Thought”
PNAS Nexus, 3(5), pgae163.
Brucks, Melanie, and Olivier Toubia (2025)
“Prompt Architecture Induces Methodological Artifacts in Large Language Models”
PLOS ONE, 20(4).
Dahl, Darren W., Charles H. Noble, Martin Schreier, and Olivier Toubia (2025)
“Better Innovation for a Better World”
Journal of Marketing, 89(6), 100–118.
Toubia, Olivier, George Z. Gui, Tianyi Peng, Daniel J. Merlau, Ang Li, and Haozhe Chen (2025)
“Database Report: Twin-2K-500: A Dataset for Building Digital Twins of over 2,000 People Based on Their Answers to over 500 Questions”
Marketing Science, 44(6), 1446–1455.
Shaddy, Franklin, Elizabeth M. S. Friedman, and Olivier Toubia (2026)
“Fairness Perceptions in Demographic Targeting”
Journal of Consumer Research, 53(1), 22–47.
Luo, Lan E., and Olivier Toubia (2026)
“Discrimination Against Femininity in Headshots: A Field Experiment with AI-Enabled Controllable Stimuli Generation”
Marketing Science (Frontiers), forthcoming.
Toubia, Olivier, and Jonah Berger (2026)
“Optimally Sequencing Semantic Search Predicts Creativity”
PLOS ONE, 21(6): e0352328.
Peng, Tianyi, Melanie Brucks, George Gui, Daniel J. Merlau, Grace Jiarui Fan, Malek Ben Sliman, Eric J. Johnson, Abdullah Althenayyan, Silvia Bellezza, Dante Donati, Hortense Fong, Elizabeth Friedman, Ariana Guevara, Mohamed Hussein, Kinshuk Jerath, Bruce Kogut, Akshit Kumar, Kristen Lane, Hannah Li, Vicki Morwitz, Oded Netzer, Patryk Perkowski, and Olivier Toubia (2026)
“Digital Twins are Funhouse Mirrors: Five Systematic Distortions”
Science Advances, forthcoming.

Chapters & Others

Toubia, Olivier, Theodoros Evgeniou, and John R. Hauser (2008)
"Optimization-Based and Machine-Learning Methods for Conjoint Analysis: Estimation and Question Design"
In Conjoint Measurement: Methods and Applications, 4th edition, edited by A. Gustafsson, A. Herrmann, and F. Huber.
Toubia, Olivier (2010)
"New Product Development"
In Handbook of Technology Management (edited by Hossein Bidgoli).
Toubia, Olivier (2018)
"Conjoint Analysis"
In Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support (edited by Natalie Mizik and Dominique M. Hanssens).
Toubia, Olivier (2022)
"Editorial: A New Chapter or a New Page for Marketing Science?"
Marketing Science, 41(1), 1–6.
Aribarg, Anocha, et al. (2022)
"Editorial: Next Steps for Frontiers in Marketing Science"
Marketing Science, 41(5), 443–444.
Shulman, Jeffrey D., Olivier Toubia, and Raena Saddler (2023)
"Marketing's Role in the Evolving Discipline of Product Management"
Marketing Science, 42(1), 1–5.
Sudhir, K., and Olivier Toubia (2023)
"The State of AI Research in Marketing: Active, Fertile, and Ready for Explosive Growth"
In Artificial Intelligence in Marketing, 1–12, Emerald Publishing Limited.
Toubia, Olivier, and K. Sudhir (co-editors) (2023)
Artificial Intelligence in Marketing
Review of Marketing Research series (vol. 20), Emerald Publishing Limited.
Korst, Jeremy, Stefano Puntoni, and Olivier Toubia (2025)
"How Gen AI Is Transforming Market Research"
Harvard Business Review Magazine, May–June 2025.
Korst, Jeremy, Stefano Puntoni, and Olivier Toubia (2025)
"The AI Tools That Are Transforming Market Research"
Harvard Business Review, November 17, 2025.
Korst, Jeremy, Stefano Puntoni, and Olivier Toubia (2026)
"How AI Helps Scale Qualitative Customer Research"
Harvard Business Review, April 6, 2026.
De Freitas, Julian, Ayelet Israeli, Gideon Nave, Artem Timoshenko, and Olivier Toubia (2026)
"Research: The Innovation Problems AI Can't Solve"
Harvard Business Review, August 14, 2026.

Outside Activities

Columbia Business School requires faculty members to disclose any recent activities that might present a real or apparent conflict of interest. Recently I have served as an expert witness on behalf of technology companies, dietary supplement companies, a children's products company, a hospitality company, and consumer packaged goods companies.