Your research lead
Alireza Zolfaghari.
PhD. MBA. Researcher.
Connecting human behaviour, rigorous measurement and computational analysis.
Contact AlirezaThe expertise behind the work
Research methods.
Behavioural context.
Practical judgment.
Alireza’s research examines how people adopt, resist and experience digital services. His work combines surveys, experiments, text analytics and behavioural modelling across retail, food, tourism and hospitality.
His doctoral research explored service failures and consumer responses in online travel platforms using large language models. As a postdoctoral researcher at the University of Guelph, he worked on digital retail adoption using transactional consumer data and quantitative modelling.
He has developed and validated survey measures, analyzed large collections of consumer reviews, supervised research assistants and taught analytics and revenue management. That combination informs Avestara’s approach: define the construct carefully, check the evidence and explain the result in terms the research team can use.
Selected peer-reviewed work
A research record
you can examine.
Mapping value co-destruction in online travel agencies
A practice theory and customer journey perspective.
View publication ↗Beyond technology: Multidimensional consumption values in phygital retailing
A mixed method approach.
View publication ↗The cultural acceptance of digital food shopping
Conceptualization, scale development and validation.
View publication ↗Consumer adoption of digital grocery shopping
The impact of consumers’ prior-to-use knowledge.
View publication ↗These are Alireza’s academic publications. They are not presented as Avestara client projects or institutional endorsements.
About the company
A focused research
partner.
Avestara is the operating name of 1001632298 Ontario Inc., an Ontario research company serving funded research teams and specialist research partners.
Projects are personally led by Alireza. Scope, data access, validation responsibilities and handover are agreed in advance, so the relationship is clear from the first conversation.
Research expertise is combined with AI-assisted workflows where suitable. The responsibility for method choices and interpretation stays with a named researcher.
Start with your research question
What does your
data need to tell you?
Share the question, the material and the deadline.
We’ll work out the right scope together.