Institute for Market Supply and Consumer Decision-Making

Digitalisation, individualisation and changing consumer demands are posing new challenges on businesses.

Institute for Market Supply and Consumer Decision-Making examines what requirements consumers have in terms of innovative offers, products, services and new technologies. After all, market offerings need to meet these consumer needs if they are to be accepted, sought-after and used.

With this in mind, we research what consumers need, prefer, know and how they make decisions. Our main focus is on the psychological aspects that come into play in consumer decisions and the resulting consumer behaviour. We explicitly incorporate the environment in which consumers engage with what is on offer.
Working on behalf of our partners in industry, we carry out research projects dealing with a range of questions raised by companies.

This is what we offer our partners in industry:

• We build on their knowledge of consumer decisions and behaviour, so that they as a company can develop or adapt their offerings accordingly.
• We come up with theory- and evidence-based recommendations as to how the company can encourage and/or influence consumer decisions and behaviour.