He works on the development of statistical and econometric methods to analyze and predict consumer behavior, in addition to market segmentation[bk 1] and eye tracking research.

[pub 6] From 1982-1991, Wedel was employed at the Department of Human Nutrition, of the Netherlands Organization for Applied Scientific Research (TNO), in Zeist, the Netherlands, where he was head of the statistics unit in the Department of Human Nutrition.

In 2003 Wedel was appointed as the Dwight F. Benton Professor of Marketing at the Ross School of Business at the University of Michigan, Ann Arbor, USA.

[3] In 2006 he moved to the Robert H. Smith School of Business at the University of Maryland, where he became the Pepsico Chaired Professor of Consumer Science.

[23] Wedel won the International Ibusz Oyama cup in Budapest (Hungary) in 1982 after beating Michael Thompson (England), won the open European Karate Championships in Alkmaar (Netherlands) in 1983 after beating Flemming Jinzen (Denmark).

[24] He became the European heavyweight champion in Katowice (Poland) in 1987, after beating Michael Thompson (England) in the final.