51ÉçÇø

Hiler is an Assistant Professor of Marketing and Director of the Center for Consumer Research & Analytics (CRA) in the 51ÉçÇø College of Business. Prior to joining academia, Hiler worked in the marketing research industry at Parker Insights (formerly Parker Marketing Research) where he conducted research for many Fortune 500 companies including The Walt Disney Company, Pepperidge Farm, The Campbell Soup Company, Heinz, The Miller Brewing Company, Absolut Vodka, Merck, Perdue Farms, and Hilton Worldwide.  He continues that passion for applied marketing research with the CRA having advised various projects for International Dairy Queen, The Kellogg Company, J.P. Morgan Chase, Dick’s Sporting Goods, Rocky Brands, Frog Ranch Foods, Smucker’s. 

A life-long gamer, Hiler has not only been a co-host on and contributor for multiple gaming-oriented podcasts, but is also an active researcher and expert on consumer experiences and culture around video games.

His research interests include consumer behavior, consumer culture, video games, gaming culture, e-sports, and retail. His work has appeared in the Journal of Consumer Behavior, the Journal of Consumer Marketing, the Journal of Management and Marketing Research, the Journal of Education for Business, and Advances in Consumer Research as well as at various conferences including the American Marketing Association – Summer Marketing Educators Conference, Academy of Marketing Sciences, Association for Consumer Research, and the Society for Marketing Advances.  He is also an avid academic filmmaker having had multiple films presented at the ACR Film Festival. Hiler also serves as a reviewer for the Journal of Marketing Management and The Association for Consumer Research.

Hiler currently teaches Consumer Research, Marketplace Analytics, & Independent Research at 51ÉçÇø.  He is also an advisor on CRA projects and a Honors Tutorial College thesis advisor.  He has previously taught Marketing Research, Principles of Marketing, Consumer Behavior, and Retailing Management.