Lynd Bacon

Adjunct Associate Teaching Professor

Lynd  Bacon

Contact Information

  • Office: L048 Mendoza College of Business
  • Phone: 574-631-6183
  • Send an email


Lynd Bacon is an experimental psychologist and quantitative methodology expert with over three decades of experience with applied analytics, data science, and related technologies.  His main application domains are marketing and product development.  Lynd has a PhD and an MA in experimental (cognitive, physiological) psychology from the University of Illinois at Chicago, and an MBA from the Booth School at The University of Chicago, with curricular specializations in marketing, econometrics, and health care management.  He completed a postdoctoral fellowship in neuropsychology at Rush University/Rush-Presbyterian-St. Luke’s Medical Center, and was on the medical school faculty. He has held national leadership positions in the American Statistical Association and the American Marketing Association(AMA), and he regularly makes presentations at various professional meetings.


Over the years Lynd has divided his time between industry and academia. He has launched two software technology start-ups, and has held senior management positions in venture-funded new enterprises and in global marketing intelligence companies.  He has taught statistics, data science, marketing, policy, and behavioral sciences at Northwestern University, The University of Chicago, the University of Illinois, and Rush University.  He was a Motorcycle Safety Foundation instructor teaching at the University of Illinois for 10 years, an experience which has had substantial influence on his approach to cultivating skills and imparting knowledge.


Lynd’s professional interests include predictive analytics and causal modeling, experimentation and alternatives to it, with particular application to improving marketing performance by using data, and knowledge acquisition.  He currently runs Loma Buena Associates,  a boutique research consultancy with clients that include “Big Data” social media and search companies, technology firms, health care enterprises, and nonprofit concerns. He lives in the Birmingham AL area with his wife Sara Knight and their cat Turtle.


B.A., Psychology, University of Illinois at Chicago

M.A., Experimental Psychology, University of Illinois at Chicago; M.B.A., Booth School, The University of Chicago

M.B.A., Marketing, Econometrics, and Health Care Management, University of Chicago

Ph.D., Experimental Psychology, University of Illinois at Chicago