Research group

Marketing and customer behaviour

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.

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.

Our Experts

  • Saara Tikkanen

    Senior Lecturer, Advisor
    +358 50 462 9777
    saara.tikkanen@turkuamk.fi
  • Paula Savolainen

    Senior Lecturer
    +358 44 907 5478
    paula.savolainen@turkuamk.fi
  • Pauliina Isomäki

    Lecturer (Main occupation)
    +358 40 355 0193
    pauliina.isomaki@turkuamk.fi
  • Minna Björkberg-Suominen

    Senior Lecturer
    +358 40 355 0317
    minna.bjorkberg-suominen@turkuamk.fi
  • Lasse Lehtonen

    Specialist
    +358 50 436 5702
    lasse.ar.lehtonen@turkuamk.fi
  • Katariina Pajuranta

    Senior Advisor
    +358 50 570 7011
    katariina.pajuranta@turkuamk.fi
  • Kai Schleutker

    Senior Lecturer, Project Manager
    +358 40 355 0943
    kai.schleutker@turkuamk.fi
  • Jaana Kallio-Gerlander

    Head of Education and Research
    +358 44 907 4981
    jaana.kallio-gerlander@turkuamk.fi
  • Emmanuel Querrec

    Senior Lecturer, Senior Lecturer|Opinnäytetyökoordinaattori \ Thesis Coordinator|Projektipäällikkö \ Project Manager
    +358 40 355 0309
    emmanuel.querrec@turkuamk.fi
  • Annika Karppelin

    Senior Lecturer
    +358 44 907 4584
    annika.karppelin@turkuamk.fi
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The 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.