Professor Naufel J. Vilcassim is an expert on the use of economic theory and econometric techniques to analyse substantive marketing problems. He has focused his research on problems in the areas of the marketing mix, competitive interactions and market structure, pricing and price promotion, marketing channels, measurement of market response to investments inadvertising and other marketing mix elements, and household choice behavior. Currently he is undertaking research, using randomised controlled trails (RCTs), that examines the role of managerial capital and access to business information tools in enhancing the business performance among growth-oriented micro-entrepreneurs in Africa (Uganda and Rwanda). He is also involved in a research project in India on evaluating the efficacy of mobile video training of health care workers assisting TB patients in completing their treatment of drugs.

He has published extensively in leading research journals such as Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Journal of Econometrics, Quantitative Marketing and Economics, International Journal for Research in Marketing and Journal of Retailing, among others.