Daniel Guhl

Prof. Dr. Daniel Guhl is an Assistant Professor of Consumer Behavior at the School of Business and Economics, Humboldt University Berlin. He serves as an incoming Principal Investigator for project A05 within the CRC TRR 190 Rationality and Competition, collaborating with Daniel Klapper (HU) and Martin Spann (LMU). His academic career includes ongoing postdoctoral research at Humboldt University Berlin since 2014, complemented by industry experience as Head of Econometric Research & Development and Data Scientist at So1 GmbH from 2012-2016.

Daniel Guhl earned his Dr.rer.pol. from TU Clausthal in 2014 and his Dipl.-Kfm. from RWTH Aachen University in 2006. His educational foundation spans business administration with a strong quantitative focus, preparing him for his research in consumer behavior and econometric modeling.

Dr. Guhl's research focuses on consumer choice behavior at the intersection of marketing, economics, and applied econometrics. He specializes in developing and applying discrete choice models using both classical and Bayesian methods to analyze market and experimental data. His work aims to deepen understanding of individual consumer decision-making, particularly where it diverges from neoclassical economic assumptions. His research interests span Discrete Choice Models, Consumer Behavior, Applied Econometrics, Behavioral Economics, and Machine Learning. Methodologically, he excels in discrete choice modeling, econometric analysis of panel data, and experimental design for consumer research, with particular expertise in time-varying parameters and attribute non-attendance in choice models.

Dr. Guhl's publication record demonstrates consistent scholarly productivity with a clear evolution toward increasingly sophisticated modeling techniques and dynamic aspects of consumer behavior. His recent work integrates machine learning approaches with traditional econometric methods to address complex marketing challenges including brand equity measurement, loyalty program effectiveness, and retail marketing optimization. His research consistently bridges theoretical insights with practical marketing applications, contributing significantly to both academic literature and industry practice.

Dr. Guhl maintains active engagement with the academic community through multiple professional affiliations. He is a member of the VHB (MARK) since 2018, a member of CRC TRR 190 (Rationality and Competition) since 2017, a Fellow at the Berlin Centre for Consumer Policies (BCCP) since 2016, and a member of the European Marketing Academy since 2016. These connections position him at the forefront of marketing and consumer behavior research.

As an Assistant Professor, Dr. Guhl likely mentors graduate students and participates in research collaborations. His role in the CRC TRR 190 project indicates active involvement in securing research funding and leading collaborative research teams focused on rationality and competition in market contexts. His industry background provides valuable practical perspective for student training and research design.

Dr. Guhl's work is closely associated with the Berlin Centre for Consumer Policies (BCCP), where he serves as a Fellow. This affiliation suggests interdisciplinary collaboration with economists, legal scholars, and policy experts, extending the impact of his research beyond traditional marketing boundaries into consumer policy domains.