Main Content

Ned Welch

Ned Welch

Adjunct Professor & Executive-in-Residence, Marketing


PhD, Behavioral Decision Theory, Carnegie Mellon University
MS, Carnegie Mellon University
BA, University of Michigan


Ned Welch is an Adjunct Professor and Executive in Residence at Rotman and an expert in using insights from behavioral economics and consumer psychology to help manufacturers, marketers, and investors make better decisions.  

Before joining Rotman, Ned held Senior Design Director and Senior Expert roles in McKinsey & Co.’s Marketing Practice and at McKinsey Design, where he led clients and consulting teams on work related to insight-driven product development, innovation, product and pricing optimization, and customer strategy.  

Ned holds MS and PhD degrees in Behavioral Decision Theory from Carnegie Mellon University.

Selected Publications - Papers

Selected Publications - Books and Chapters

  • Construal processes in preference assessment

    Baruch Fischhoff, Ned Welch, Shane Frederick, Jeff Dominitz, Timothy L McDaniels


    Issue:In: Fischhoff B., Manski C.F. (eds) Elicitation of Preferences


    Pages: 139-170

Research and Teaching Interests

Decision-making and behavioral economics; Product development; Innovation, Consumer and industrial customer insight processes