Our Team

Matthew TullmanMatthew Tullman, Co-founder and President

Mr. Tullman’s role centers on providing the vision for growth and the strategies for achievement that drive the company forward. In addition, Mr. Tullman continues to pioneer the development of new techniques and resources for the advancement of the firm's video mining and consumer research practices.

His research background includes original studies of visual perception, way-finding and consumer behavior. He has published his work in prominent academic journals, and his commentary and expert insights have appeared in business and retail publications such as the Wall Street Journal, Marketing Research Magazine, Progressive Grocer, Crain's New York Business, Visual Merchandising + Store Design, Display & Design Ideas, Chain Store Age, Retail Construction Magazine, NASFM Magazine, Systems Contractor News, The International Lighting Review and Outdoor Retailer Magazine. He has also appeared on Tech TV and ABC News.
As a frequent speaker, Mr. Tullman continues to share his firm's original research findings at numerous international conferences and institutions including the 2011 Shopper Marketing Expo, GlobalShop, SPECS, NeoCon, Color Marketing Group, AQUA International, and IESNA. Prior to founding Merchant Mechanics, Mr. Tullman led marketing research for Color Kinetics Incorporated, a publicly traded, Boston-based digital lighting concern. He holds a BS in psychology from Syracuse University and an MS in behavioral psychology from Dartmouth College.

Kimberly ClarkDr. Kimberly Clark, Co-founder and Chief Research Officer

Dr. Clark oversees all aspects of research design, implementation and analysis for its national and international retail clients. In this role, she has successfully directed the development and execution of original qualitative and quantitative research initiatives for numerous blue-chip clients, including: United States Postal Service, Coca~Cola, GSK, Johnson & Johnson and McDonald's.

An established author of research-centric articles for both prominent industry trade and academic journals, Dr. Clark has had cover articles featured in both Chain Store Age Magazine and Neuron. In addition, she continues to maintain a presence in academia as an educator, collaborator, consultant and mentor. Dr. Clark frequently serves as speaker or panelist at industry and academic events.

Dr. Clark's diverse academic background includes original research in the field of cognitive and perceptual neuroscience, specializing in understanding the neural and psychological underpinnings of human decision-making, decision making under various types of time pressure, and hemispheric specialization (lateralization) of brain function.

She has designed and implemented original neuro-behavioral research protocols employing a combination of behavioral and functional imaging (fMRI) methodologies. Dr. Clark's research has been presented at the Society of Neuroscience, the Cognitive Neuroscience Society and the Psychonomic Society. She is a current member of Women in Neuroscience and the Cognitive Neuroscience Society.  Dr. Clark also values her role as a mentor, educator and community advocate. She currently sits on the Board of the Native American Alumni Association of Dartmouth College, actively tutors in Psychology and has recently spearheaded a pro-bono project to increase shopper reuse of bags for a local branch of one of the largest food Cooperatives in the nation.

Prior to co-founding Merchant Mechanics, Dr. Clark held positions in marketing research, specializing in ethnographic and demographic studies, and in advertising, specializing in multi-sensory persuasion. Dr. Clark received a BA from Oberlin College and earned her Ph.D. in Psychological & Brain Science from Dartmouth College.

Cyrus McCandlessDr. Cyrus McCandless, Director of Integrated Research

Dr. McCandless is responsible for the selection and development of research methods, selection of measures and analytical tools, quantitative analysis and synthesis of research project findings, model development, and integration of polymodal research protocols. Dr. McCandless shares responsibility with Merchant Mechanics' principals for the consultative interpretation of research findings in light of current and relevant cognitive, behavioral, psychological, and neuroscientific knowledge. His work at Merchant Mechanics has included initiatives with clients including Graco, Wal-Mart, Cryovac, Campbell's, Target, Shop-Rite and RTC, as well ongoing cognitive research into aesthetic preference.

Dr. McCandless brings to the study of human behavior in retail/consumer contexts a deep understanding of the neural bases of motivated behavior, spatial orientation, and navigation with respect to reinforcement. He has an established record of expertise in the fields of experimental and personal psychology including quantitative survey and interviewing techniques, narrative analysis, in addition to a broad range of technical, methodological, and statistical proficiencies.

Since 1995, Dr. McCandless has specialized in Neuroethology – the study of brain function during natural behavior and stimulation-with a focus on motivation, goal-directed behavior, navigation and spatial orientation. His background includes extensive experience with the quantitative analysis of behavior and non-invasive brain imaging methods such as fMRI. He is the recipient of numerous competitive federally-funded awards to support his research into the neurophysiology of behavior, has published research in major peer-reviewed journals, and presented his work at national and international conferences.

Dr. McCandless holds a BA in Psychology from the University of Chicago, and is a member of Psi-Chi, the National Honors Society in Psychology. He earned his M.S. in Neuroscience and his Ph.D. in Neurobiology from the University of Pittsburgh. He also holds a Certification in Cognitive Neuroscience from the National Science Foundation's Center for the Neural Basis of Cognition, which supported his research. Dr. McCandless has received grants from multiple branches of the National Institutes of Health for both extramural and intramural research programs.