Rice University research uses data to spot your best sales team members

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By accounting for both known and unknowable factors, managers can identify salespeople with traits that work best in different types of sales. Getty Images

When you're a manager, decisions barrage you each day. What product works? Which store layout entices? How will you balance the budget? Many of these decisions ultimately hinge on one factor: the skills of your sales force.

Often, when managers evaluate their salespeople they contend with invisible factors that may not show up in commissions or name-tagged sales rosters — intangibles such as product placement, season or simply a store's surrounding population. This makes it hard to fully evaluate a salesperson, or to spot which workers can teach valuable skills to their peers and improve the whole team.

But what if you could plug a few variables into a statistical model to spot your best sellers? You could then ask the star salespeople to teach coworkers some of their secrets. New research by Rice Business professor Wagner A. Kamakura and colleague Danny P. Claro of Brazil's Insper Education and Research Institute offers a technique for doing this. Blending statistical methods that incorporate both known and unknown factors, Kamakura and Claro developed a practical tool that, for the first time, allows managers to identify staffers with key hidden skills.

To test their model, the researchers analyzed store data from 35 cosmetic and healthcare retail franchises in four South American markets. These particular stores were ideal to test the model because their salespeople were individually responsible for each transaction from the moment a customer entered a store to the time of purchase. The salespeople were also required to have detailed knowledge of products throughout each store.

Breaking down the product lines into 11 specific categories, and accounting for predictors such as commission, product display, time of year and market potential, Kamakura and Claro documented and compared each salesperson's performance across products and over time.

They then organized members of the salesforce by strengths and weaknesses, spotlighting those workers who used best practices in a certain area and those who might benefit from that savvy. The resulting insight allowed managers to name team members as either growth advisors or learners. Thanks to the model's detail, Kamakura and Claro note, managers can spot a salesperson who excels in one category but has room to learn, rather than seeing that worker averaged into a single, middle-of-the-pack ranking.

If a salesperson is, for example, a sales savant but lags in customer service, managers can use that insight to help the worker improve individually, while at the same time strategizing for the store's overall success. Put into practice, the model also allows managers to identify team members who excel at selling one specific product category — and encourage them to share their secrets and methods with coworkers.

It might seem that teaching one employee to sell one more set of earbuds or one more lawn chair makes little difference. But applied consistently over time, such personalized product-specific improvement can change the face of a salesforce — and in the end, a whole business. A good manager uses all the tools available. Kamakura and Claro's model makes it possible for every employee on a sales team to be a potential coach for the rest.

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This story originally ran on Rice Business Wisdom.

Based on research from Wagner A. Kamakura, the Jesse H. Jones Professor of Marketing at Jones Graduate School of Business at Rice University.

Keeping on track with trends is crucial to growing and developing a relationship with your customers, these Rice University researchers found. Getty Images

Rice researcher delves into the importance of trendspotting in consumer behavior

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Every business wants to read consumers' minds: what they love, what they hate. Even more, businesses crave to know about mass trends before they're visible to the naked eye.

In the past, analysts searching for trends needed to pore over a vast range of sources for marketplace indicators. The internet and social media have changed that: marketers now have access to an avalanche of real-time indicators, laden with details about the wishes hidden within customers' hearts and minds. With services such as Trendistic (which tracks individual Twitter terms), Google Insights for Search and BlogPulse, modern marketers are even privy to the real-time conversations surrounding consumers' desires.

Now, imagine being able to analyze all this data across large panels of time – then distilling it so well that you could identify marketing trends quickly, accurately and quantitatively.

Rice Business professor Wagner A. Kamakura and Rex Y. Du of the University of Houston set out to create a model that makes this possible. Because both quantitative and qualitative trendspotting are exploratory endeavors, Kamakura notes, both types of research can yield results that are broad but also inaccurate. To remedy this, Kamakura and Du devised a new model for quickly and accurately refining market data into trend patterns.

Kamakura and Du's model entails taking five simple steps to analyze gathered data using a quantitative method. By following this process of refining the data tens or hundreds of times, then isolating the information into specific seasonal and non-seasonal trends or dynamic trends, researchers can generate steady trend patterns across time panels.

Here's the process:

First, gather individual indicators by assembling data from different sources, with the understanding that the information is interconnected. It's crucial to select the data methodically, rather than making random choices, in order to avoid subjectively preselecting irrelevant indicators and blocking out relevant ones. Done sloppily, this first step can generate misleading information.
Distill the data into a few common factors. The raw data might include inaccuracies, which must be filtered out to lower the risk of overreacting or noting erroneous indicators.
Interpret and identify common trends by understanding the causes of spikes or dips in consumer behavior. It's key to separate non-cyclical and cyclical changes, because exterior events such as holidays or weather can alter behavior.
Compare your analysis with previously identified trends and other variables to establish their validity and generate insights. Looking at past performance through the filter of new insights can offer managers important guidance.
Project the trend lines you've identified using historical tracking data and their modeling framework. These trend lines can then be extrapolated into near-future projections, allowing managers to better position themselves and be proactive trying to reverse unfavorable trends and leverage positive ones.

It's important to bear in mind that the indicators used for quantitative trendspotting are prone to random and systematic errors, Kamakura writes. The model he devised, however, can filter these errors because it keeps them from appearing across different series of time panels. The result: better ability to identify genuine movements and general trends, free from the influence of seasonal events and from random error.

It goes without saying that the information and persuasiveness offered by the internet are inevitably attended by noise. For marketers, this means that without filtering, some trends show spikes for temporary items – mere viral jolts that can skew market research.

Kamakura and Du's model helps sidestep this problem by blending available historical data analysis, large time panels and movements while avoiding errors common to more traditional methods. For managers longing to glimpse the next big thing, this analytical model can reveal emerging consumer movements with clarity – just as they're becoming the future.

(For the mathematically inclined, and those comfortable with Excel macros and Add-Ins, who want to try trendspotting on their own tracking data, Kamakura's Analytical Tools for Excel (KATE) can be downloaded for free at http://wak2.web.rice.edu/bio/Kamakura_Analytic_Tools.html.)

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This article originally appeared on Rice Business Wisdom.

Wagner A. Kamakura is Jesse H. Jones Professor of Marketing at Jones Graduate School of Business at Rice University.

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UTMB launches new department for space medicine, names inaugural leader

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In space, no one can hear you scream—but they can hear you discuss your medical history and recent symptoms.

The University of Texas Medical Branch (UTMB) announced last month that it would form a new Department of Aerospace and Exploration Medicine within its School of Public and Population Health under the leadership of Dr. Ronak V. Shah, who will serve as inaugural chair.

“Human exploration is changing rapidly, and the health challenges associated with distance, isolation, and limited resources are changing along with it,” Shah said in a news release. “Creating the Department of Aerospace and Exploration Medicine gives us an opportunity to build on decades of expertise at UTMB as we prepare for the future.”

The new department elevates UTMB’s existing Aerospace Medicine Division and provides "broader academic structure for expanding research, education, and collaboration across disciplines," according to the release. Shah was previously named director of the division in 2022 after serving as medical director of Johnson Space Center.

Space exploration in particular has a wide variety of highly specific medical side effects that are in need of the formalized study that the department will specialize in. For example, zero- and low-gravity environments cause everything from detached fingernails to flattened eyeballs. Even in modern, high-tech spacecraft, the human body feels the impacts of space.

It’s an area of medicine UTMB is uniquely suited for. Starting in the 1950s with NASA’s director of medical research Dr. Charles A. Berry, UTMB partnered with the blossoming era of exploration by monitoring astronauts. In 1993, UTMB and the NASA Johnson Space Center created the joint Aerospace Medicine Residency Program, which used bed facilities at the Galveston branch to simulate weightlessness. Wherever there has been a question about how flight and space affect health, odds are UTMB has been involved.

The Department of Aerospace and Exploration Medicine will launch several new initiatives soon. One planned for 2027 is an Undersea and Hyperbaric Medicine Fellowship that will allow scientists to study the physiology of high-pressure flight.

“In the era of a growing global space economy, we are revisiting questions such as who is flying, what is their destination, what vehicle will get them there?” Shah added in the release. “The answers to these questions will drive what research is needed and how we train the next generation.”

Energy AI company opens first U.S. office at Houston's the Ion

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Building on its partnership with Houston-based oilfield services provider Halliburton, energy-sector AI company Shape Digital recently opened an office at The Ion. It’s the company’s first U.S. location.

Shape Digital’s workforce in Houston includes employees specializing in tech support, business development and client services. The company’s local hiring projections and headcount weren’t available. The new office will be located within Industrious at the Ion, according to Rice Alliance.

A key driver of the new Houston office: The company forecasts North America will account for more than 20 percent of its business in 2027.

“North America is a critical market for industrial innovation, and Houston sits at the center of companies driving that progress,” Caio Sene, vice president of client services at Shape Digital, said in a release. “Growing our presence here allows us to work alongside operators as they look for practical ways to turn existing operational data into clear recommendations for what to do next.”

Shape Digital, which also has offices in Singapore and Brazil, develops decision-making platforms for the oil and gas sector.

The Ion District office gives Shape Digital a presence close to Halliburton’s headquarters. In May, the two companies forged a partnership to combine Halliburton’s Digital Field Solverdecision-making system with Shape Digital’s AI portfolio.

Shape Digital layers AI software atop existing operations data rather than replacing legacy systems or adding new software.

The company’s suite of AI agents draws on more than 200 operations-monitoring algorithms, continually learning from company and industry data. The suite comprises four products: Shape Aura, Shape Lighthouse, Shape Lumen and Shape Reef.

Shape Digital says that by working with a customer’s existing operations data, it can deliver ROI in less than two months without any additional investment in equipment or infrastructure.

The company is a 2021 spinoff of Japan-based Modec. Modec builds, owns, and operates floating offshore oil and gas production facilities. Its Modec America subsidiary is based in Houston.

Meet the esteemed judges for the 2026 Houston Innovation Awards

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Editor's note: Judging is now underway for the 2026 Houston Innovation Awards, and it's time to meet the decision makers.

Our 2026 judging panel comprises past award winners who represent a variety of industries and areas of expertise. They are joined by InnovationMap's interim editor. All are deeply engaged in the Houston innovation ecosystem.

Our judging panel will review all nominee applications submitted across 10 prestigious categories. They will determine the 2026 finalists in all categories, and they will select the winners in all but one category — our people's choice award for Startup of the Year.

The sixth annual Houston Innovation Awards program will be presented in an all-digital format in 2026. We will announce this year's finalists and feature their stories throughout our special editorial series this fall. Then, stay tuned as we reveal the 2026 Houston Innovation Awards winners on InnovationMap.com in mid-November.

Sagar Dalal, Fervo Energy, 2025 Scaleup of the Year

Sagar Dalal serves as chief of staff at Fervo Energy, a company pioneering the commercialization of next-generation geothermal power. In this role, he helps translate the CEO’s vision and priorities into execution, leading cross-functional strategic initiatives that support the company’s growth and operations.

Dalal brings nearly eight years of experience in structural engineering and project management from his time at Thornton Tomasetti and Tesla, where he engineered and built a wide range of infrastructure projects ranging from stadiums to manufacturing facilities. He holds an MBA from Stanford University and an MS in Civil Engineering from Texas A&M University. He is also a licensed professional engineer.

Aaron Fitzgerald, Mars Materials, 2025 Minority-founded Business of the Year

Aaron Fitzgerald is a three-time founder and carbon removal entrepreneur focused on reimagining how we make things. As the CEO of Mars Materials, he leads a team working to commercialize technologies that sequester captured carbon into industrial supply chains.

His vision for a defossilized future is shaped by a unique path through both policy, including a tenure in the United States Senate, and deep carbontech, with fellowships at The Lewis Latimer program, Breakthrough Energy, Prime Coalition, and Carbon 180.

Tatiana Fofanova, Koda Health, 2025 Health Tech Business of the Year

Tatiana Fofanova, PhD, is the co-founder and CEO of Koda Health, an AI-enhanced patient decision support platform designed to make advance care planning (ACP) scalable, accessible, and patient-centered for patients with serious illness.

After earning her PhD in Translational Medicine at Baylor College of Medicine, she joined Texas Medical Center (TMC) as a Founder-in-Residence. It was there that she and her co-founders identified one of the most overlooked yet critical gaps in healthcare: the lack of meaningful, accessible advance care planning. Under her leadership, Koda Health now supports over 1 million patients through partnerships with organizations like Cigna, Privia, and Houston Methodist.

Lawson Gow, Greentown Labs, 2025 Incubator/Accelerator of the Year

Lawson Gow currently serves as chief strategy officer for Greentown Labs, which was named Incubator/Accelerator of the Year in the 2025 Houston Innovation Awards. Prior to joining Greentown Labs as Head of Houston in 2025, Gow was as a managing partner at Helium Capital, an investment and advisory firm that aims to support founders across the entire lifecycle of entrepreneurship.

He is also the founder of The Cannon, an innovation-infrastructure provider that operates a growing network of innovation hubs for its community of startups, entrepreneurs, investors, and corporate innovators.

Sarah Hein, March Biosciences, 2025 Female-founded Business of the Year

Sarah Hein is the founding CEO of March Biosciences, a clinical-stage cell-therapy company targeting challenging malignancies. Prior to cofounding March Biosciences, she was the founding Entrepreneur in Residence for the Texas Medical Center Innovation Accelerator for Cancer Therapeutics (TMCi ACT).

Formerly, she was a cofounder and the vice president of operations at Courier Therapeutics, a cancer immunotherapy startup acquired by Valo Health. She was also director of research at Resonant Therapeutics, an antibody therapeutics platform technology company. She began at Mercury Fund as a Venture Fellow directly after graduating with her PhD in Molecular Biology from Baylor College of Medicine.

Tanu Jain, FlowCare, 2025 Startup of the Year

Tanu Jain is a product executive, entrepreneur, founder and CEO of FlowCare, and registered nurse with a track record of building products from zero to global scale. She previously led product at BioIQ before founding FlowCare, a Houston-based period care infrastructure platform making period care a standard in every restroom. In under 16 months, FlowCare has signed deployed across four enterprise customers and impacted more than 1.5 million women.

FlowCare was named Startup of the Year at the 2025 Houston Innovation Awards, and Jain has been recognized with additional honors including the SDG Super Changemaker – Pewter — at the Global Sustainability Awards 2026.

Prabhdeep "Prab" Sekhon, Eclipse Energy, 2025 Energy Transition Business of the Year

Prabhdeep Singh Sekhon is CEO of Eclipse Energy, an energy technology company transforming depleted oil fields into low-cost, sustainable hydrogen resources through subsurface biotechnology. He brings nearly two decades of global energy experience spanning climate technology, venture capital, private equity, and multi-billion-dollar energy projects across five continents.

Previously, he held leadership roles at NextEra Energy Resources and Hess Corporation. He is also a founder and managing director of GreenLite Resources and a founding member of Cotogna Sports Group. He holds an MBA from Wharton, a Masters in Engineering from Texas A&M, and a BS from the University of Calgary.

Wade Pinder, Product Houston, 2025 Trailblazer Award Winner

Wade Pinder thinks of himself as an "ecosystem wayseeker," helping founders and builders in and around Houston find their footing, understand the landscape, and move through uncertainty with more clarity. Through Product Houston, he works at the intersection of product strategy, founder support, ecosystem mapping, and community-building, with a particular focus on helping people show up in the right rooms before they feel fully ready.

His background includes years in product management at Blinds.com and Home Depot, along with founding and leading the Houston Product Community for six years. He was recognized by as Mentor of the Year in the 2023 Houston Innovation Awards and received the Trailblazer Award in 2025.

Laura Furr Mericas, Interim Editor, InnovationMap

Laura Furr Mericas is interim editor for InnovatonMap.com and EnergyCapitalHTX.com. She is a longtime contributor to both sites and has reported on Houston's innovation ecosystem for InnovationMap since 2020. Previously, she served as web editor and data reporter for Houston Business Journal.

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