Consumer Insights 2023

Professional competences:
The students can …
  • describe survey methods and know the pros and cons of each method.
  • identify and set up case studies to address important consumer issues.
  • plan and conduct a small field survey on the identified case studies.
 
Interdisciplinary competences:
The students are able to …
  • relate consumer aspects to general societal issues and policies.
  • apply consumer insights to propose solutions and concrete steps towards targeted healthy food products.
  • apply consumer insights to concrete steps for implementing products in the market.
Inhalt des Moduls Classical survey methods in theory and practice
  • Deeper consumer understanding (segmentation, clustering) in different consumer groups (children, elderly, income, etc.)
  • Contextual / Situational Effects, Nudging
  • Sensory Labelling
  • Facial Expressions, Eye Tracking
  • (Virtual Reality)
  • How to implement and conduct small field studies