Roselinde Kessels is a Postdoctoral Research Fellow of the Flemish Research Foundation (FWO) at the Faculty of Applied Economics of the University of Antwerp in Belgium. Her main research area concerns the optimal design of discrete choice experiments. These experiments are widely used to study people’s preferences in marketing, transportation economics, health economics, environmental economics and public economics where behaviors of interest involve discrete responses or qualitative choices (e.g. consumer goods choices, transportation mode choices). Besides being a published author, Roselinde Kessels is also a popular consultant and lecturer covering the broader area of statistics, econometrics and design of experiments. In 2011, she was a guest professor in statistics for the first year Bachelor students in Business Engineering and Social and Economic Sciences. In 2010, she held a similar position teaching statistics to the first year Bachelor students in Applied Economics. Her PhD is in Applied Economics from the Catholic University of Leuven in Belgium.