Boughanmi specializes in data-driven decision making, developing quantitative models with applications in digitization, ecommerce, and media, including music. Using data on consumer consumption, Boughanmi and colleagues build models that indicate what’s made certain music successful over the past five decades, finding that successful music is often about emotional sadness. Other research looks at playlist contextualization, to examine and build models to help industry better understand the customer's felt experience.