Max develops economic and statistical models to analyze market data. One of his research areas focuses on the network structures in markets (e.g., social networks). He derives insights from the connections between consumers or products, which tend to be omitted in the traditional diagram of market analysis. Another area where he spends lots of time is the marketing-finance interface. He brings models that have been traditionally deployed in consumer analysis to the analysis of frictions in financial markets.

The markets that Max has studied include the airlines, credit scoring, motion pictures, institutional investors, online communities, ride-sharing, auto loans, crowdfunding, and others. Max's research has been published in Management Science, Marketing Science, Economic Journal, and Quantitative Marketing and Economics. He teaches the undergraduate core classes in marketing.