Struggling with Trade-Offs? Sustainable Product Innovation Guided by Consumer Preferences
Creative Innovation Across Disciplines Seminar Series
In this seminar from the School of Art and Design's Creative Innovation Across Disciplines seminar series, Kathleen Jacobs from Alanus University of Arts and Social Sciences will discuss the possibilities and limitations of conjoint analysis in the context of sustainable product innovations.
- From: Thursday 14 June 2018, 12.30 pm
- To: Thursday 14 June 2018, 2 pm
- Location: Newton 21, Nottingham Trent University, 50 Shakespeare Street, Nottingham, NG1 4FQ
Businesses are increasingly seeking sustainable product innovations to meet the growing consumer demand for more socially and environmentally friendly products. Sometimes, sustainable product offerings, however, fail to address the complexity of consumer needs. Purchase decisions on sustainable products usually result in trade-offs between competing product features such as 'taste vs. organic production' or 'durability vs. technical innovation'. In order to balance such trade-offs and develop more successful products for sustainability, it is essential to better understand consumer preferences by using adequate measurement methods. Conjoint analysis, for instance, refers to a bundle of multivariate analysis techniques to effectively measure consumer preferences for specific product attributes. This seminar from the School of Art and Design's seminar series, presented by Kathleen Jacobs, will discuss the possibilities and limitations of conjoint analysis in the context of sustainable product innovations.
Kathleen Jacobs is a research and teaching assistant at Alanus University of Arts and Social Sciences (Germany), where she also lectures on subjects such as sustainable consumer behaviour and sustainability marketing. She is working on her PhD in Sustainable Consumption in collaboration with the Brandenburg University of Technology (Germany). Her research projects address questions about consumer behaviour in the context of social banking, sustainable fashion and longer-lasting electrical appliances. Prior to joining Alanus University, Kathleen had studied Business Administration with a focus on Marketing and gained practical experiences in industries such as banking, FMCG and sustainable fashion.
The seminar will be hosted by Professor Tim Cooper and Matt Shapley from the School of Architecture, Design and the Built Environment. There will be a talk in Newton 21 (City Campus) followed by questions and discussion. This event is free to attend and registration is not required. Refreshments will be available before the seminar.
For any queries, please contact Dr Iryna Kuksa
Photo credit: NeONBRAND (from Unsplash)
50 Shakespeare Street