Sarah has been studying the psychology of consumer decision making for 10+ years. The area of focus for her PhD is Consumer Behavior (with a BBA in Marketing from St. Mary's). Her goal is to help clients better understand customer perceptions and motivators throughout the customer journey.
Sarah Mittal is a behavioral scientist and a director in Ipsos’ Behavioral Science Center. Prior to joining the Ipsos team in 2022, she held various academic positions as a marketing professor. During her time as an academic, Sarah won both research (Excellence in Scholarship Award 2021) and teaching awards (Engaging Educator Award 2017).

Dr. Mittal’s expertise lies in consumer psychology and behavioral decision-making theories. Her work examines the effect of both context and individual differences on consumer decision making processes and judgments. She has taught marketing courses at both the undergraduate and graduate levels to help prepare students for the business problems faced by Ipsos clients across a variety of industries.
Her work has been featured in the Journal of Business Research, Marketing Letters, Journal of Consumer Marketing, Journal of Consumer Behavior, and she has written cases for marketing textbooks. In addition, her work has been highlighted through over 40 conference presentations and in articles by the Wall Street Journal, Fast Company, Psy.org, BBC, Daily Mail UK, National Geographic, and Spectrum News.