Dr. Govind's research utilizes spatial dependence in empirical data to study two types of marketing problems. My first research stream focuses on studying the geographical similarity between consumers in devising solutions for services marketing. In addition to utilizing existing spatial modeling methods, my research has aimed to create tools for spatial marketing. My second research stream utilizes geographical similarity between consumers to analyse health problems focused on consumption. The aim of this stream is to devise spatially variant health marketing strategies for public policy officials to combat the problems that can arise out of negative consumption.