Over half a century has elapsed since Don Lehmann made his first of numerous significant contributions to marketing research. Much of his work followed the philosophy of Albert Einstein’s famous foregoing quotation. Being in a practical field such as marketing, Don would probably add to it “… and keep it relevant and readable.” We have the distinct honor of editing this volume of the Legends of Marketing series devoted to Don’s research in Analysis Methods. We organize the introduction to this volume along the following three pillars: (1) “Keep it simple,” (2) “But not simplistic,” and (3) “Meanwhile, keep it relevant and readable.”