Paul is responsible for many of Ipsos Reid's Lottery & Gaming segmentation studies over the past decade, including a variety of other customized quantitative research programs for bricks and mortar casinos such as MGM, and provincial and state lotteries in British Columbia, Western Canada (WCLC), Florida, Minnesota, Colorado, Illinois, Connecticut, Texas, Oregon, Montana, Minnesota, Idaho, Wisconsin, Louisiana, Indiana, California, Maryland, and Nebraska. He has worked extensively on segmentation studies, segment tracking, corporate image, customer satisfaction and evaluation studies, as well as product testing campaigns using advanced analytics such as discrete choice modeling, paired-choice analysis, and different segmentation algorithms.
Paul has also led Ipsos Reid's initial research foray into the world of Internet gambling and constantly monitors the pulse of attitudes towards Internet gambling as well as market penetration in the U.S. and Canada.