Key Personnel

Erik Choi
Vice President, Advanced Research Methodologies & Analytics

Our goal is always to help our clients find the optimal approach to maximize business development.

Erik is helping Beta and its clients drive growth through rapid adoption of emerging research technologies and development of sharp new analytics that make research findings more actionable than ever before. His role is critical as more social media platforms and other communication channels proliferate and complicate organizations' efforts to connect effectively with their customers.

As a professionally-trained social scientist, Erik specializes in understanding different types of consumer behavior. He relishes finding ways to answer such fundamental questions as what customers really think about a particular product, how they behave when confronted with specific choices, why they make the selections they do and how they rationalize their purchase decisions. Erik will also be helping Beta's clients select the most appropriate research methodologies for their particular situations, manage their research projects from beginning to end and interpret the findings with precise focus.

Erik's work experience includes a broad range of professional and educational positions, including Digital Research Associate at MTV Networks, User Research Consultant at The Rogue Media, and researcher/teaching assistant on a funded project at Rutgers. In these positions he worked on issues integral to today's multifaceted marketing and communications environment: development of robust integrated marketing strategies, user segmentation and targeted communication and benchmarking brands' digital competence.

Erik holds a PhD in information science from Rutgers University. His thesis is titled, "User Motivation and Expectation for Asking a Question in Online Q&A Services." He also holds an M.A. in communication management and technology from New York University and a B.A. in advertising from Illinois Institute of Arts – Chicago. Erik is a frequent author and presenter at prestigious industry events, including the American Society of Information Science and Technology, iConference and the National Communication Association.

In his free time, Erik enjoys film, playing basketball and fine food and beverages – especially sushi and vodka. He and his wife live in the greater New York City area.

  • At Beta since: 2014
  • Key areas of expertise: Consumer Behavior, Advanced Research Methodologies and Analytics, Mobile and Social Media Research

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