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Book: Protecting Main Street Describes How to Weed Out Bias and Unfair Practices in Financial Services

Article: Learn the Business and Social Policy Uses of Mystery Shopping

Article: Harvard University Understanding Consumer Credit Symposium: Fair Lending Testing, Trends and Best Practices

Article: To Detect Bias Do What Banks Do

Article: Market Research to Detect Discrimination

Article: Does Your Market Research Get You a Seat at the Table.

Article: Measure it and Communicate it

Paper Abstract: 2009 AMA Public Policy Conference, Using Market Research to Detect Racial Profiling and Discrimination in Lending

Article: Self-testing for Fair Lending

Article: Detecting and eliminating racial profiling and unfair sales practices in consumer lending

Article: Are Highly Satisfied Customers Fairly Treated

Article: Detecting and Preventing Unfair Sales Practices




Paul pioneered the use of market research to detect discrimination and unfair sales practices in consumer lending. He is an expert in measuring the customer experience and developing programs designed to motivate and recognize employee performance in consumer financial services. His involvement in marketing research spans more than 30 years. He owned and operated one of leading financial services customer satisfaction and sales and service quality market research firms in the country, Barry Leeds & Associates and has worked for the leading corporations and market research firms in America. He currently is responsible for the design, management and analysis of a broad variety of custom research programs. The programs include studies that detect discrimination and misleading sales practices, recognize and motivate employee performance, improve customer satisfaction and customer retention.



Paul has designed and analyzed the results of more than 1,000 custom market research projects, including mystery shopping and customer satisfaction, matched pair testing and post-application testing to detect discrimination and unfair sales practices, simulated test markets, price optimization and sensitivity, concept and product testing, brand equity and awareness, controlled store testing, test markets and retail distribution studies. He has designed and managed over 500 discrimination and investment sales practices programs. He has developed self-testing testing programs for financial institutions facing enforcement actions and allegations of discrimination and unfair sales practices.


In the early 1980's, Paul designed and implemented customer experience and customer satisfaction research for leading corporations and financial institutions. He adapted the same market research principles developed by packaged goods and consumer semi-durable manufacturers to the financial services industry. Many say this was the beginning of the financial service industry's customer satisfaction and service quality programs. He was one of the first individual's to use mystery shopping to help recognize and motivate employee performance and was the creator of standardized scores that measure sales and service quality through Mystery Shopping. He published an article on the topic in Marketing News in the early 1980's.


In the late 1980's and early 1990's, when many companies were focused solely on customer satisfaction, he linked customer satisfaction and customer retention. This helped demonstrate that improvements in customer satisfaction can increase profits and shareholder value. He presented the approach in the early 1990's to the American Marketing Association Congress of Customer Satisfaction. His articles on the topic of customer retention and measuring the actual causes of customer defection in the banking industry appeared ABA Bank Marketing. In the early 1990ís, he pioneered the use of Mystery Shopping and Match Pair Testing to detect discrimination in lending. In the early to mid-1990's he developed a method to test for discrimination through customer feedback and coined the phrase "post-application test." The procedure is now defined as a valid self-test for discrimination by Federal regulatory agencies. At the same time he pioneered the use of Mystery Shopping to examine non-deposit investment sales practices at banks. During this period he managed a Mystery Shopping program sponsored by Money Magazine which examined Gender Bias in the brokerage industry. During the late 1990's and into the new century Paul created programs to detect predatory lending and misleading sales practices. In November 2007 he wrote and presented a paper Fair Lending Testing, Trends and Best Practices at the Understanding Consumer Credit Symposium sponsored by the Joint Center for Housing at Harvard University. The paper is cited by the Department of Housing and Urban Development as a reference for methods used to detect discrimination. In 2009 he prepared and presented a paper to the American Marketing Association Public Policy Conference titled Market Research for Detecting and Eliminating Racial Profiling in Consumer Lending. He is the author of Protecting Main Street: Measuring the Customer Experience in Consumer Financial Services for Business and Public Policy. The book has been purchased and reviewed by government regulators, financial institutions and law firms.


In the late 1990's he was active in the creation of the Mystery Shopping Providers Association and served as the first Chairman of the Standards & Ethics committee. In this position he helped create the first industry wide standards in the development and execution of Mystery Shopping programs. In 2000 Paul became CEO and sole owner of Barry Leeds & Associates. From 2000 to the present he has worked for leading financial institutions, package goods, and telecommunications and technology companies. He is known as an expert in developing self testing programs to assess the risk associated with discrimination and unfair or misleading sales practices in the financial services industry. Paul is considered an expert in measuring the customer experience and developed the Customer Experience RiskScore a measure that quantifies and compares consistency in sales and service.


Paul has published articles about his work and has been quoted in various well known publications including the New York Times, Money Magazine, Marketing News, Quirk's Marketing Research Review, ABA Bank Compliance, American Banker, ABA Bank Marketing, Banker's Monthly and Retail Banking Digest. He also wrote a book describing approaches for measuring and detecting discrimination in mortgage lending which was published and circulated by Freddie Mac. Mr. Lubin has also spoken at numerous industry conferences including the American Marketing Association, Marketing Research Association, American Bankers Association, American Financial Services Association, Consumer Bankers Association, the Bank Administration Institute and IIR Financial Services Conference.


Throughout his career, Paul has held positions at Lever Brothers, Research International, Burgoyne Research for Marketing, Towne-Oller & Associates, Data Development, Barry Leeds & Associates, Informa Research Services and Treliant Risk Advisors. Paul has an economics degree from the State University of New York and completed graduate work at Virginia Polytechnic Institute and The New School for Social Research. He has a degree in Certified Financial Management from Iona College, New Rochelle, New York.


Paul Lubin can be contacted via email at or by telephone (NY) 914-940-6404 or (FL) 561-404-0398.