Matt launched the LEWIS research function in 2014. Under his leadership, the research team has produced hundreds of research reports that advise strategy for LEWIS clients and provide content for external marketing campaigns. He created the LEWIS brand equity methodology, Brand Heartbeat, and developed new media measurement methodologies including Structured Share of Voice (SSOV), Earned Impact Metric (EIM) and the Relevancy Quotient (RQ). He formerly served as the head of research and analysis for AVIXA. Some of his past and current clients include Infosys, Mulesoft, Scala, Lockheed Martin, AMEX, Shure, Wedbush, and US Department of Defense.