The AXYZ Analytics Journey — How It All Began

AXYZ Analytics traces its origins to Valerie Severin and Pierre Uldry, who completed their PhDs under Professor Jordan Louviere at the University of Sydney. Prof. Louviere, renowned for inventing MaxDiff (Maximum Difference Scaling) in 1987, pioneered methods to quantify human decision-making, deeply influencing Severin and Uldry's academic and professional trajectories.

In 2000 the duo founded a consultancy company focused on choice modeling and experimental design, applying rigorous academic insights to real-world business challenges. In 2007, they were joined by Marc Uldry, Pierre's sibling, who became a third co-founder, bringing expertise in computational statistics and scaling the firm's technical capabilities.

Over the years, the company expanded its services, helping clients decode consumer preferences and optimize strategic decisions across industries like healthcare, finance, and technology. By blending academic rigor with practical innovation, the firm cemented its reputation as a leader in behavioral analytics and decision science.

In 2020, reflecting its evolution from a niche consultancy to a global analytics partner, the company rebranded as AXYZ Analytics. This shift underscored its commitment to cutting-edge data science and cross-disciplinary solutions.

Today, AXYZ Analytics stands as a testament to its founders' vision—bridging the gap between theoretical research and actionable insights—while honoring the legacy of Prof. Louviere's transformative work in choice modeling.

Meet our leadership

Pierre Uldry, PhD

CEO / Founder

Pierre, originally from Switzerland, began his journey as an economist before transitioning into marketing, statistics, and becoming a self-taught programmer.

He moved to Australia to pursue his PhD at the University of Sydney, studying under the guidance of Professor Jordan Louviere, the mastermind behind BWS, nowadays MaxDiff. In a significant contribution, Pierre introduced the dual response to this technology. With a solid foundation in mathematics, he's dedicated over two decades to discrete choice modeling, consistently thinking outside the box.

Passionate about movies, running, and his former stint as a Swiss mogul skier, he's deeply connected to Australia, where he continues to reside. His expertise in Bayesian Methods has seen him craft processes for diverse industries and tailor models for numerous studies.

Valerie Severin, PhD

Co-Founder / VP of Finance

Valerie combines a strong foundation in experimental design with an expertise in consumer psychology. She has designed numerous experiments across various industries and developed a deep understanding of brand dynamics.
Internationally-minded, she's contributed to projects in both Europe and Oceania. A keen storyteller, Valerie seeks the narratives hidden in data and enjoys sharing these tales over home-cooked meals with friends. She finds balance in yoga and family time, infusing her life with the same mindfulness she applies to her work.
With advanced degrees from Lausanne and Sydney Universities, including a Ph.D. focused on optimizing experimental design, she has a knack for making complex studies understandable and engaging. Valerie also shares her insights by teaching Marketing Research, guiding students to consider both the mathematical and human aspects of data collection.

Marc Uldry, PhD

Co-Founder / VP of Product

Marc studied biology at the University of Lausanne and then pursued a thesis in molecular biology and bioinformatics. He continued his academic career in fundamental research at Harvard Medical School.
His expertise in bioinformatics and statistics allowed him to discover new transporters involved in sugar transport and in the response to cold in brown adipose tissue. Marc eventually transitioned to marketing research, where he has developed designs and estimated models for over 1,000 discrete choice studies across various industries in the last ten years.
If you want to make small talk with Marc, talk to him about tennis (but don't mention Federer's retirement), or running.

Cindy Ford, PhD

VP of Customer Success

With over 30 years in analytical consulting, Cindy has built a reputation for quickly identifying solutions to complex issues and understanding their implications. Throughout her career, she has consistently provided insights to a wide range of industries, from retail and hospitality to finance and technology.
Her expertise spans discrete choice modeling, segmentation, and driver modeling, among others. Cindy holds degrees in Applied Mathematics and Statistics from Baylor University and a PhD in Statistical Science from Southern Methodist University. She's an active member of the American Statistical Association and chaired the AMA Advanced Research Techniques Forum in 2010.
Beyond her professional achievements, Cindy is passionate about strategic problem solving, crossword puzzles, and gourmet cooking, always staying updated with the latest issue of Bon Appetit. She cherishes weekends and holidays spent at the family farm/ranch in Texas, creating lasting memories. Her global experience, coupled with a strong academic background, underscores her emphasis on the practical application of results.

Iris Levy

VP of Marketing

Iris, a strategic communications leader with over 15 years of international experience, has masterfully navigated the luxury brand landscape through her expertise in media planning and campaign execution. Beginning her career in London with prestigious agencies like Initiative and Starcom Mediavest, she quickly established herself as a strategic thinker before assuming leadership roles at Carat and OMD International. Her journey has taken her from the vibrant media scene in London to Switzerland, where she continues to shape premium brand narratives for industry giants including Apple, L'Oréal, and Nestlé.
A graduate of prestigious London institutions with degrees in Media & Communications and Marketing & Advertising, Iris brings a sophisticated understanding of cross-channel brand messaging and international market dynamics. Fluent in English and German with advanced French skills, she effortlessly bridges cultural divides to create cohesive yet locally resonant campaigns. Beyond her corporate endeavors, Iris serves on the board of a Swiss non-profit organization, contributing her strategic vision to cultural initiatives.
Known for her ability to negotiate substantial media cost reductions while maintaining premium placements, Iris balances analytical precision with creative vision. Her leadership style emphasizes teamwork and innovation, consistently delivering high client satisfaction while mentoring the next generation of media professionals in the competitive luxury sector landscape she continues to shape.

Moshe Vaizman

VP of Operations and Business Development

Moshe, a business and technology executive, transitioned from IT specialist to strategic leader with a talent for harmonizing processes, people, and technology. Beginning his professional journey with EMET Computing Group, where he quickly established himself as an expert in open-source solutions. His career evolution took him to the ADLUX Group, where he served as global business development director on the executive board.
With a unique blend of technical expertise and business acumen in cybersecurity, Moshe founded EngageAd in 2016, developing SaaS solutions for high-traffic operations and securing major contracts across various sectors. His ability to bridge cutting-edge technologies with practical business needs has consistently propelled startups to new levels of growth and profitability throughout his 15-year career.
A graduate of Max Stern University with degrees in Computer Science and Economics, Moshe has supplemented his education with specialized certifications from the Swiss Cyber Institute and Swiss Education Group. His international perspective and strategic thinking continue to shape his approach as he builds on his experience with companies like Strong Network, Recyber, and now AXYZ where he joined the management team in 2025.

Yariv Levy, PhD

VP of Technology

Yariv is a distinguished innovator who studied Computer Science at École Polytechnique Fédérale de Lausanne and furthered his academic journey with a PhD in Artificial Intelligence at the University of Massachusetts Amherst.
As an individual contributor, Yariv delivered impactful AI solutions to several verticals such as medical food, government, entertainment, energy, and pharmaceutical. He then established the Swiss Innovation Lab for an international mobile gaming company, leading a team of 20 high-performing professionals to define and deploy several impactful AI-driven engines that touch millions of gamers.
Beyond his significant academic contributions in drug addiction remission, Yariv continues to make positive impacts across various industries, including venture capital and deep tech. Outside his professional endeavors, Yariv is a devoted husband and father who enjoys traveling and exploring new cultures and cuisines.