FQD-24806 Qualitative Consumer Research in Food Design

Course

Credits 6.00

Teaching methodContact hours
Lecture20
Tutorial10
Group work8
Course coordinator(s)MSc APJ Groen
Lecturer(s)dr. ir. LPA Steenbekkers
MSc APJ Groen
Examiner(s)dr. ir. LPA Steenbekkers
MSc APJ Groen

Language of instruction:

EN

Continuation courses:

This course provides a solid basis to write a consumer related BSc thesis (YFS-80824) within FQD.

Contents:

How consumers prepare, use and store food products has a big influence on the final product quality. While food products are designed for an optimal quality, once the consumer has bought the product a lot can happen in preparing, using and/or storing the product that affects the final quality of the food. This course helps Food Technologists to understand who they are actually designing the products for, how consumers use their designed products, why they do what they do, and what consumers wish for in these products. This information can be used to come up with new or improved product designs that are of even higher quality and more relevant for the consumers. 

In this course attention will be paid to consumer handling and practices with food products, and how this can best be studied. The research methods that are used to study the way consumers prepare, use and store food products and their motives for these practices, are mainly qualitative. This type of research is done to generate in-depth knowledge about consumer motives, product use, and product wishes that is required to (re-)design food products. The students will develop knowledge and skills to conduct their own qualitative consumer research.

Students will work in small groups on a case in which they study how consumers use a given food product, how the usage of the product fits in their daily routines and what consumers wish for in a new or improved product. The results from the consumer research are used and integrated with technological knowledge obtained earlier in the study program, to develop a new or improved food product concept.

Learning outcomes:

After successful completion of this course students are expected to be able to: 

- explain the value of different types of consumer research for the design process of food products;
- explain the theory behind some qualitative consumer research methods that are used to research how consumers prepare, use and/or store food products;
- select & apply qualitative consumer research methods to perform a consumer research on how consumers prepare, use and/or store food products;
- analyse and describe how consumer practices with food products influence the quality of food;
- integrate the generated consumer insights with technological knowledge to develop a new or improved food product concept.

Activities:

Students:
- follow lectures about setting up, executing and analyzing qualitative consumer research.
- read literature
- participate in tutorials in which students practice with different qualitative research methods. 
- work in groups on a case in which they study consumer practices with a given food product, and in which they develop a new or improved food product concept based on the insights obtained in their consumer research.
- present results in an oral presentation and a written report.

Examination:

Marks will be given based on the qualitative consumer study, in which attention will be paid to:
- the quality of the research
- the quality of the written report
- the quality of the oral presentation

The exact calculation will be given in the course guide.

Literature:

Literature and additional information will be made available in Brightspace.

ProgrammePhaseSpecializationPeriod
Restricted Optional for: BFTFood TechnologyBSc3WD