Dr. Alejandro Reyes, PhD
- Role at Lab: Market Research Design Reviewer (pending confirmation)
- Position: Associate Professor of Marketing Research, IESE Business School, Barcelona
- Education: PhD, University of Navarra; MSc Applied Statistics, Universitat Pompeu Fabra
- Publications: 22 peer-reviewed articles; Journal of Marketing Research, Journal of Business Research
Biography
Dr. Alejandro Reyes is a professor of Marketing Research and Research Director of the Center for Business Measurement and Evidence at IESE Business School in Barcelona. He holds a PhD from the University of Navarra and an MSc in Applied Statistics from Universitat Pompeu Fabra, and has published 22 peer-reviewed articles in the leading journals of his field.
Dr. Reyes's academic research focuses on the conditions under which commercial market research conclusions are methodologically defensible: specifically, on the structural gap between how vendors present evidence to potential buyers and what constitutes sufficient proof for rational decision-making. His 2021 paper "The Validity Gap in Commercial Market Research" (Journal of Marketing Research, Vol. 58) examines that divergence and has been cited in multiple European PhD programs in marketing research. A second paper, "Evidence Hierarchies for Applied Research" (Journal of Business Research, 2022), established a classification framework for evidence quality that is directly analogous to Market Proof Lab's seven proof classes.
Beyond academia, Dr. Reyes has received the ESOMAR Foundation Award for Research Methodology Innovation in 2022 and served on the editorial board of the Journal of Marketing Research from 2019 to 2023. He has consulted for both the European Central Bank and the OECD on market evidence standards for monetary policy research.
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, that the seven proof classes are applied at weights consistent with established evidence hierarchy standards, that proof gaps are identified and documented rather than papered over with hedged language, and that the distinction between verified proof and unverified assertion is maintained with sufficient rigor to be defensible.
- Research design framework validity (primary focus)
- Proof classification methodology
- Evidence standard design
- Proof gap identification
- Vendor-specific factual claims
- Pricing data verification
- Industry-specific technical claims
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.