Vijay Viswanathan serves as a Director of the Retail Analytics Council, an initiative between Medill School, Integrated Marketing Communications department, Northwestern University and PRI. Viswanathan obtained his Ph.D. from Emory University in 2010, and is an Associate Professor and IMC Department Chair at Northwestern University.

Professor Viswanathan’s research focuses on topics related to marketing such as consumer decision making, media consumption and brand portfolio management. While he has worked on qualitative research projects, his work generally involves the use of quantitative econometric and time-series models.  Viswanathan has published his research in Media Psychology, International Journal of Communication, Journal of Consumer Marketing, Journal of Marketing Analytics, Journal of Brand Management, International Journal of IMC, and Journal of Telecommunications System and Management.