Food and Meal Consumer Research

After the completion of the course the student will have acquired the following knowledge, skills and competences

Knowledge

• Understand and describe food consumer science
• Understand and explain the design, testing and implementation of a questionnaire based consumer survey
• Indicate the appropriate methods for consumer survey data analysis (descriptive and inferential statistics)
• Understand the role of food marketing on consumer decision making.

Skills

• Apply relevant consumer behaviour theories around food issues in the formulation, design of questionnaires and in planning data analysis
• Design consumer research taking in to account GDPR, sustainablity, health and ethical considerations
• Administer questionnaires and collect consumer data using IT platforms
• Apply principles of experimental design and statistical evaluation of consumer information
• Conduct consumer evaluation of foods and meals
• Identify consumer segments by e.g. their socio-economic status, their attitudes, values, knowledge, hedonic responses to foods, liking of food products, etc.
• Use consumer research to support marketing strategies in food companies
• Communicate research results in scientific writing.

Competences

• Provide evidence-based advice to the food sector, the public sector and the societal actors regarding the relevant consumer segments
• Study consumer behaviour in relation to food and meals, taking into account individual characteristics
• Reflect scientifically on consumer issues (e.g. health, sustainability, ethics)
• Handle data following national and international ethical and GDPR standards
• Collaborate and contribute effectively in group work.