Ada Aka’s research explores consumer memory, judgment, and decision-making. She aims to understand how individuals make everyday decisions, ranging from food choices to scheduling doctor's visits. Her research methodology involves developing models that integrate cognitive science and machine learning, connecting behavioral fields such as marketing with computational fields such as natural language processing. Aka utilizes cognitive and statistical models and draws upon concepts and methodologies from experimental psychology to uncover the psychological foundations of consumer behavior. She specifically focuses on applications that shed light on behavior in marketing contexts, emphasizing the practical utility of the models. To validate their potential practical benefits, Aka conducts behavioral studies to test the effectiveness of her research.