Allenby earns prestigious Buck Weaver Award for marketing research

A headshot of Greg Allenby laid on top of a gray graphic of buckeye leaves.

Fisher’s Greg Allenby has been named the 2026 recipient of the Buck Weaver Award, one of the highest honors in the field of marketing science presented annually by the INFORMS Society for Marketing Science. 

The award recognizes distinguished scholars and practitioners whose careers exemplify both rigorous theoretical advancement and meaningful real-world impact.

Allenby, a leading marketing researcher and the Helen C. Kurtz Chair in Marketing at Fisher, has built a career defined by the principles celebrated by the Buck Weaver Award. His work focuses on Bayesian statistics and consumer choice modeling, areas that have significantly shaped how researchers and firms analyze customer behavior. 

Beyond his prolific scholarly output, Allenby is widely recognized for influencing a generation of marketing scientists through his teaching, mentorship and role as a catalyst for new research.

Named for Henry Grady “Buck” Weaver, a pioneer of customer research at General Motors, the award celebrates lifetime contributions that bridge the gap between academic insight and practical application. Weaver’s early use of survey questionnaires to understand consumer preferences helped establish the foundation for modern marketing research, an enduring legacy reflected in the award’s emphasis on rigor and relevance.

The Buck Weaver Award criteria highlight lifetime contributions to both theory and practice, including scholarly publications, the ability to inspire further research, and meaningful implementation of marketing science in applied settings. Allenby’s lifelong work meets each of these benchmarks, combining methodological rigor with direct relevance to business decision-making.

The award is the latest recognizing Allenby’s contributions to the field of marketing. He received a 2024 Paul D. Converse Award from the American Marketing Association (AMA); the 2023 AMA Gil Churchill Award for Lifetime Achievement in Marketing Research; the 2012 Charles Coolidge Parlin Marketing Research Award; and the 2010 Donald G. Morrison Long-Term Impact Award from INFORMS.