Project leader is also the coordinator of RTD Pillar 2, Associate Professor <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Karen Brunsø, from the Aarhus School of Business and the MAPP Centre in Denmark. MAPP stands for Market-Based Process and Product Innovation in the Food Sector. Karen Brunsø has carried out research at the MAPP Centre on consumer behaviour almost since its start in 1990, and is author of numerous scientific publications on consumer research and behaviour in relation to food. Especially she has researched food-related lifestyles across Europe, and has worked with the implementation of results in food companies. Another focus area has been the understanding of how consumers perceive food quality, how this relates to subjective food quality experience, and how product labels and branding may affect consumers’ food product perceptions.


Key persons in CONSUMERSURVEY:

Professor Joachim Scholderer from MAPP and Department of Marketing and Statistics, Aarhus School of Business, Denmark works on the intersections of consumer psychology, corporate and marketing communications, public policy, and quantitative methods. Joachim has been involved in a large number of interdisciplinary research projects on food and agribusiness marketing, promotion of commodities and generic technologies, consumer acceptance of modern biotechnologies, and risk and crisis communications. At present, Joachim participates in six EU-funded research projects and several national ones. Joachim has published over 80 journal articles, book chapters and books. He teaches consumer behaviour, marketing research and communications at the Aarhus School of Business. Besides, he is a regular guest lecturer at the University of Tromsø, the Agricultural University of Athens, and the Royal Veterinary and Agricultural University in Copenhagen. 



Dr. <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Wim Verbeke from Ghent University will be involved in theoretical as well as empirical activities. Professor Wim Verbeke has in particular carried out research activities in the field of consumer decision-making towards food and influencing factors. Among influencing factors, specific attention is paid to the role and impact of information and communication (advertising, public health information, negative press). A lot of work has been performed with respect to meat consumption during 1998-2002. The experience gained from this case will now be extended to other food categories including seafood.

Professor <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Svein Ottar Olsen, PhD, from the Norwegian Institute for Fisheries and Aquaculture will be involved in theoretical as well as empirical activities. Professor Svein Ottar Olsen has carried out research in consumer studies and marketing research with particular focus on food preferences and consumption behaviour. He has more than 20 years experience in studying different aspects of seafood marketing. His research interests are on the general level attitude-behavioural models and measurements, attitude strength, survey research and structural equation modelling (LISREL). He has published articles in leading marketing and international business journals in the area of perceived quality, consumer satisfaction and loyalty, survey methodology in international research, and use of marketing information.

Karina Birch Hansen, MSc. in Marketing, works at the MAPP Centre and Department of Marketing and Statistics, Aarhus School of Business, Denmark. From 2002 to 2006 Mrs. Hansen was employed as an analyst and project manager at Ennova A/S - a consultancy company, which has specialised in customer measurements, employee measurements, reputation measurements and integrated reporting. At Ennova she primarily worked with advanced market analysis and reporting of customer satisfaction, employee satisfaction, reputation analyses and segmentation.