Further understanding contemporary consumption and its consequences is the ambition of our vibrant group of researchers. We employ a range of qualitative research methods to include ethnography, interpretive consumer research, poetic inquiry and videography.

Our research and knowledge exchange activities involve micro-enterprises, SMEs as well as large national and multi-national organisations in heavy manufacturing, oil and gas, food and drink, the creative industries, public services, technology and software markets and social sectors. Through our research, we engage with a large number of organisations and our reputation extends nationally and internationally through collaborations with academics around the world.

Researchers in this area contribute to scientific knowledge on value creation through services marketing, online and offline service delivery and customer experience. We explore frameworks for customer-focused management and strategies for increasing customer satisfaction, engagement and retention through service and customer/visitor experiences.

Our research and efforts to engage with business seek to enhance understanding on the complexities of contemporary strategic decision-making. We challenge existing approaches of measuring, managing and analysing marketing performance, and identify novel ways of generating insight from data. Our focus is to facilitate efficient and effective marketing planning and execution that improves overall marketing performance.