Jaiany Rocha Trindade

Jaiany Rocha Trindade is a PhD candidate in Marketing at the Federal University of Rio Grande do Sul (UFRGS) and a Visiting Fellow at the Center for Geographic Analysis (CGA) at Harvard University. In 2025, she received the AMS Review–Sheth Foundation Doctoral Competition for Conceptual Articles (DoCCA), recognizing outstanding conceptual research in marketing. She holds a bachelor’s degree in Business Administration from the Federal University of Campina Grande (UFCG) and has professional experience in marketing analytics, with a focus on campaign performance and paid media optimization.

Her research investigates the determinants of business success and survival, with a focus on optimal location choice for new ventures. She develops quantitative measures of business performance, including market potential and a location success index, and applies spatial Bayesian models to capture geographic heterogeneity. Her work emphasizes underserved areas, identifying structural constraints and opportunities for more effective market entry. Her broader interests include market entry, demand estimation, decision-making, and advanced statistical modeling, including machine learning, Bayesian methods, and spatial analysis.