Research group
Marketing and customer behaviour
Through research, we help companies tailor their offer and marketing activities to better meet the needs and desires of their target market. The research combines methods from business economics, psychology and sociology.
Marketing and customer behaviour research focuses on understanding how customers make purchasing decisions to acquire goods or services. It also looks at what customers buy, why they buy and how they buy. The results will provide information that will enable companies to tailor their offerings and marketing strategies to better meet the needs and desires of their target markets.
The work combines theories and methods from business economics, psychology and sociology.
Customer behaviour research
Customer behaviour research goes into understanding how consumers think, feel and make decisions. It explores the psychological processes underlying customer behaviour and examines how emotions, attitudes, perceptions and cognitive biases influence buying habits and marketing effectiveness. The research on customer behaviour aims to answer questions such as:
- what kind of advertising produces the desired effect
- why consumers prefer certain products over others
- how brand loyalty is built
- which factors lead to customer satisfaction or dissatisfaction.
The research uses a variety of applied psychology research methods such as surveys, experiments, observational studies and qualitative interviews to gain insights into consumer behaviour.
We carry out more than 1,000 test person measurements a year
User acceptance survey
User acceptance research focuses on understanding and assessing how end-users receive, adopt and use services, new technologies or systems. This area of research is crucial for product development, information systems design, technology development and service design. The aim is to predict user attitudes towards a new product, service or technology and to find solutions to increase the likelihood of adoption and reduce resistance.
Empirical research findings help developers, designers and organisations to understand potential barriers to service and technology adoption and to develop strategies to improve user satisfaction, ease of use and overall acceptance of services and products.
Research on marketing and customer behaviour is primarily methodological, based on experimental laboratory and field studies. Methods are based on statistical analysis and numerical modelling, including machine learning. Where appropriate, quantitative methods will be complemented by qualitative methods.
Jarmo Ahonen, Principal Lecturer, Research Group Leader
Project partners and regular exchanges of researchers
We have regular project cooperation and researcher exchanges with partners such as:
- University of Geneva
- University of Debrecen
- Turku University
- Polytecnic University of Valencia
Customer Behaviour Laboratory
The Customer Behaviour Lab offers companies, partners, students and other stakeholders a versatile opportunity to explore and develop sales, marketing, product development and related processes and to improve their competitive advantage.
Strong project skills
Turku University of Applied Sciences’ Project Office offers support and guidance throughout the life cycle of an RDI project. Our project experts have years of experience and strong expertise in national and international funding programmes. We have more than 200 projects running every year, and our RDI activities have received more than €10 million in external funding.