Eric Marder Associates, Inc. (EMA) was founded in 1960. From the beginning, our goal was to build a theory of choice behavior: a theory of what happens when people make choices — how to measure choices — how to predict choices — how to influence choices. This effort led to a systematic way of thinking about marketing research and about marketing itself, supported by major methodological experiments to test, refine, and standardize techniques for translating theory into hard, actionable data.