Laura Schillmoeller, Senior Director of Marketing Science and Analysis



Laura is SMI Alcott’s statistical maestro. Where most people see a never-ending spreadsheet of numbers, Laura sees a symphony of knowledge and detail waiting to be brought to life. With a B.A. in Mathematics, an M.S. in Statistics, and over 25 years of experience in the survey and research world, she’s become widely recognized for her ability to decode data and has been aptly declared a “market insights guru.” It is Laura’s rich experience that makes her an unparalleled leader in interpreting numbers, meticulously unearthing actionable and meaningful results for her clients.

Laura’s deep understanding of how statistics and consumer behavior blend together was not cultivated by following the same patterns or routines at every turn; her success is defined by her unmatched instinct and ability to approach every project and client-need through unique and multiple lenses. While she has been exposed to almost every research question or challenge imaginable throughout her career, Laura is not afraid to push the limits of statistical applications to ensure that each composition comes to life—attuned to discovering the major and subtle harmonies within each dataset.

Technical credentials include:

  • Highly proficient in multi-variate statistical analyses:  cluster-based techniques, discriminant analysis, factor analysis
  • Max-Diff
  • TURF
  • Tree-based approaches (CHAID, CART)
  • Multi-dimensional scaling
  • Correspondence analysis
  • Discrete choice
  • Structural Equation modeling
  • SAS/SPSS programming

During the week Laura is a statistical sensei, but outside of work she’d rather not be in charge of splitting the group check. That time is reserved for spending time with her daughter and dog, knocking noteworthy memoirs off her to-read list, and getting warmed up for her next 5k run.