Brian N. Huh

Brian leads the Marshall Behavioral Research Lab under the Office of the Associate Vice Dean of Research, bringing research experience from Columbia Business School, Harvard Business School, and Chicago Booth. He holds degrees from Harvard University and the University of Southern California. Under his direction, this interdisciplinary center empowers faculty and Ph.D. candidates to conduct high-impact behavioral science research that translates academic knowledge into world-changing applications. The lab serves researchers studying human decision-making and behavior across diverse fields including consumer and organizational behavior, neuroeconomics, and data sciences, supporting Marshall's mission to empower students and business leaders with the knowledge and skills to incubate transformational ideas and to translate them into world-changing impact.

The lab maintains cutting-edge research infrastructure including eye-tracking systems, biometric sensors, virtual reality setups, and experimental survey software, positioning Marshall at the forefront of data science and analytics innovation. He oversees strategic implementation of these technologies and develops comprehensive study support programs that enable high-impact research through advanced analytical capabilities, supporting Marshall's commitment to cutting-edge pedagogy and high-impact research and thought leadership.

His role encompasses consultation throughout the research lifecycle, from study design and participant recruitment to data collection and analysis, while maintaining integrity through rigorous compliance with IRB requirements and Office of Research Integrity standards. He manages the Research Assistant and Student Assistant Pool operations and oversees subject pool management for core BUAD courses, ensuring equitable access to research opportunities and fostering collaborative relationships across the university's behavioral research portfolio.

Through these responsibilities, the lab advances Marshall's vision by supporting research that bridges academic excellence with real-world applications, contributing to the school's goal of becoming a global leader in business education through interdisciplinary collaboration and transformational impact.