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Roger Newland Shepard (born January 30, 1929 in Palo Alto, California) is a cognitive scientist and author of the Universal Law of Generalization (1987). He is considered a father of research on spatial relations. He studied mental rotation, and was an inventor of multidimensional scaling, a method for representing certain kinds of statistical data in the plane or in space with minimal distortion, so that it can be apprehended by humans. A Review of General Psychology survey, published in 2002, ranked Shepard as the 55th most cited psychologist of the 20th century.[1]