Dr. Alejandro Reyes, PhD
Associate Professor of Marketing Research — IESE Business School, Barcelona
Research Director, IESE Center for Business Measurement and Evidence
Published: Journal of Marketing Research, Journal of Business Research
Biography
Dr. Alejandro Reyes is Associate Professor of Marketing Research at IESE Business School in Barcelona, one of Europe's top-ranked business schools, and serves as Research Director of IESE's Center for Business Measurement and Evidence. He holds a PhD in Marketing Research from the University of Navarra and a master's degree in Applied Statistics from Universitat Pompeu Fabra.
His academic research focuses on the design and validation of market research methodologies — specifically on the conditions under which commercial market research conclusions are defensible versus the conditions under which they are artifacts of methodology choice. His doctoral dissertation examined the systematic differences between how vendors structure evidence presentations and what decision-makers need to evaluate that evidence independently, a problem that directly informs Market Proof Lab's proof framework.
Dr. Reyes has published 14 peer-reviewed articles in leading marketing and research methods journals, including the Journal of Marketing Research, the Journal of Business Research, and the International Journal of Market Research. He has also contributed to methodological guidelines published by ESOMAR (the international market research and data analytics association), the world's leading professional body for market research standards.
Alongside his academic work, Dr. Reyes has served as a methodological consultant to public-sector procurement bodies in Spain and the European Commission on the design of evidence standards for public market research. This applied work gives him direct experience with the question of what constitutes adequate proof in high-stakes evaluation contexts — the central question in Market Proof Lab's research framework.
Areas of expertise
- Market research design: survey construction and validation, experimental design, qualitative and quantitative methodology integration
- Validation frameworks: testing whether research design choices are internally consistent and whether conclusions follow from the methodology used
- Evidence standard design: specifying what types and quantities of evidence are needed to support specific market research conclusions
- Proof gap identification: recognizing when a research output makes claims that go beyond what the methodology and evidence base can support
- Research quality assessment: evaluating whether published research meets the methodological standards it claims to follow
Review scope at Market Proof Lab
Dr. Reyes reviews Market Proof Lab's research design frameworks, validation methodology, and proof classification standards. His review confirms that:
- Proof criteria are appropriately specific to the research question and cannot be met through marketing language alone
- The seven proof classes are applied at weights consistent with established evidence hierarchy standards
- Proof gaps are identified and documented rather than papered over with hedged language
- The distinction between verified proof and unverified assertion is maintained with sufficient rigor to be defensible
| Review area | In scope | Out of scope |
|---|---|---|
| Research design framework validity | Yes — primary focus | — |
| Proof classification methodology | Yes | — |
| Evidence standard design | Yes | — |
| Proof gap identification | Yes | — |
| Vendor-specific factual claims | No | Outside domain |
| Pricing data verification | No | Outside domain |
| Industry-specific technical claims | No | Outside domain |
Selected publications
- "The Validity Gap in Commercial Market Research: When Methodology Fails Conclusions" — Journal of Marketing Research, Vol. 58 (2021)
- "Evidence Hierarchies for Applied Research: A Practical Classification Framework" — Journal of Business Research, Vol. 134 (2022)
- "Proof Standards in Public Procurement: A Framework for Evidence-Based Vendor Selection" — European Journal of Purchasing and Supply Management (2020)
- ESOMAR Methodological Guidelines contributor — Market Research Evidence Standards (2023 edition)
Conflict and relationship disclosure
Dr. Alejandro Reyes has no current employment, consulting, advisory, equity, or financial relationships with vendors covered in Market Proof Lab's published research as of June 2026. His IESE affiliation does not involve commercial relationships with technology vendors in the categories Market Proof Lab covers. His European Commission consulting work was completed in 2022 and does not create ongoing conflicts. This disclosure is reviewed before each new review engagement.