Prof. K. J. Jaims has twenty years of work experience: 10 years in the area of marketing with four food firms in India in the co-operative and the corporate sectors; 6 years in action-consulting and training, especially with the retail organizations; 4 years in academics: facilitating MBA students in marketing, prior to joining TAPMI in June 2007. He currently teaches Consumer Behaviour and Marketing Research. His strengths are: dovetailing the research needs of the industry with the tools of multivariate methods like conjoint analysis, logistic regression, discriminant analysis, cluster analysis, factor analysis, multiple regression analysis, multi-dimensional scaling, MANOVA, and perceptual mapping through SPSS. He closely works with the Business Analytics division of TAPMI Centre for Collaborative Learning in Bangalore.

His research interests include experiential branding (customer engagement practices which are difficult to copy) with specific reference to the theme parks (Veegaland,Cochin) and the aviation industry(Kingfisher Airlines)in the country.