Expertise

Marketing communication, consumer behavior, social cognition

Technique

Experimental studies, surveys

Users

Researchers, practitioners, policy-makers

Keywords

Consumer psychology, Social psychology, Marketing, Consumer behaviour, Advertising effectiveness, Social cognition

Barbara Briers is Professor of Marketing at the University of Antwerp, and affiliated Professor at Ghent University. She holds a PhD in Marketing from the Faculty of Economics and Business Administration at the University of Leuven and was previously on the faculty at HEC Paris (2006-2009), Tilburg University (2009-2015 tenured), and Vlerick Business School (2015-2021). She teaches Market Research, Consumer Behavior, and Behavioral Economics. Barbara’ s research focuses on social marketing, persuasion and influence, food consumption, and wealth inequality. Her work has been published, among others, in the Journal of Marketing Research, the Journal of Consumer Research, the International Journal of Research in Marketing, and Psychological Science. She serves as a member of the Editorial Review Board of the Journal of Consumer Psychology and International Journal of Research in Marketing.

Technique

Experimental design Survey design

Users

Market and Consumer Researchers Marketing managers Policymakers

Keywords

Experimental study

My main research lines relate to social media marketing and brand communication in social media. I investigate individuals’ motivations to use social media and their impact on consumers’ brand-related activities across different types of social media platforms. Also, my current interests include the study of cross-cultural differences and multi-country commonalities impacting the effectiveness of social media marketing activities.

Technique

PLS-based structural equation modeling (PLS-SEM) Univariate, Biviariate and Multivariate data analysis Experimental research Correlational research Qualitative research

Users

For-profit organizations Non-profit organizations Public sector

Keywords

Marketing management, Marketing research, Marketing, Influencer marketing, Digital media, Social media

Applied psychology, social psychology, health psychology, persuasive communication, behaviour economics

Technique

Experimental studies, surveys, qualitative studies, applied longitudinal studies

Users

Fellow researchers, students, policy-makers, organisations, organisations

Keywords

Marketing, Psychology

- Research on co-creation within innovations in greenhouse horticulture in the context of the GLITCH-project (Greenhouse horticulture innovates by means of co-creative techniques towards low CO2 high-tech) funded by Interreg which subsidises research projects between Flanders and The Netherlands. - Advertising research and marketing communication research.

Technique

Qualitative research methods: workshops, in-depth interviews Quantitative research methods: surveys, experiments, beschrijvende analyses

Users

researchers, students, policy makers, companies, consumers

Keywords

Co-creation, Marketing, Advertising

Market research Consumer behavior Marketing communications Persuasive communication

Technique

Survey research Experimental design

Users

Companies, public government, consumers

Keywords

Marketing research, Marketing

Market research Consumer behavior Marketing communications Persuasive communications

Technique

Survey research Experimental research Focus group research In-depth interviews Content analysis Conjoint analysis Descriptive analyses Multi-variate research methods

Users

Fellow researchers Students Industrial organisations Non-commercial organisations Press

Keywords

Advertisement, Marketing

Marketing research, marketingcommunication consumer behavior.

Technique

- Marketing research - Statistical analysis - Decision support systems

Users

- Firms - Associations of firms - Public authorities - Consumers

Keywords

Sales promotions, Online reviews, Product placement, Marketing, Advertising, Marketing research, Consumer behaviour

Meal delivery service platforms Consumer food purchasing practices Food marketing Home cooking Digital food environments Public Health Public Health Geography

Technique

Multi-methods

Users

Local government

Keywords

Focus group, Interview, Behavioural observations, Experimental study

Multistakeholder innovation and value creation within services and sustainability contexts

Technique

- Marketing research - Statistical analysis - Decision support systems

Users

- Firms - Associations of firms - Public authorities - Consumers

Keywords

Services marketing, Innovation through customer co-creation, Sales promotions, Consumer behaviour, Marketing research, E-commerce

Keywords : consumerbehaviour- sustainability- innovation- co-creation- multi method research My work consists of 80% collaboration at the Faculty of Business Economics (FBE) and 20% at the Faculty of Design Sciences. The research in which I specialized focuses on the adoption of sustainable innovations. On the one hand, this research is about motivational drivers in various market segments. Research was conducted for various product types, products with a high involvement (electric transport), low involvement (food) and services (travel). On the other hand, I engage in investigating how co-creation with different stakeholders can contribute to more sustainable solutions. These studies are part of VLAO and INTERREG projects (the adoption of co-creation and GLITCH). I further refine and specify my research together with five l PhD students. A user perspective looks at how innovations can contribute to the circular economy. Integrating the user experience and perception of materials with a technological view on materials to achieve more sustainable design solutions from the early start of the design process onwards is one example. Achieving more connection in society through urban agriculture and ensuring a more fair access to sustainable food through urban agriculture is a study that started in collaboration with the province and is now being continued in a doctoral project. Examples of other studies are: forms of cooperation that lead to sustainable innovation among SMEs, insights into the co-creative design process for hybrid products, more adapted forms of communication to children, which are increasingly being addressed by advertising in an integrated and interactive way, development of research methods that fit with today's fast-changing world in which we communicate in a more 'mobile' way. Journals in which I published an article are amongst others: Journal of cleaner production, IBR, Sustainability, Journal of Marketing Management, International Marketing Review, Ecological Economics , Journal of Marketing Communications, Young Consumers, Food Quality and Preference, Journal of Environmental Psychology, Journal of Marketing Trends Journal of Brand Management.

Technique

The use of different methods is specific to the way I approach research. This goes beyond combining desk research with qualitative and quantitative research. In my research I combine research techniques from different disciplines, such as for example: a systemic approach, design research, (co-) creative tools, in-depth research with projective techniques, as well as large-scale research (surveys) which include model building (eg. with SEM).

Users

students other universities companies and organizations start-ups specific: companies in an innovation process companies that want to co-create with other stakeholders companies aiming for innovative marketresearch market research agencies looking for innovative research technologies

Keywords

Sustainable growth, Marketing strategy, Innovation through customer co-creation, Marketing, Marketing research

I am a Vasileios Mygdals (male), born on 04/11/1986, Greece. I am a research associate specialised in Machine Learning and Computer Vision. I won a MSCA postdoctoral fellowship at the Marketing Research Group, University of Antwerp, for my current project titled CONVISE. I received a B.Sc. (2010) and a M.Sc. (2014) degrees in Biomedical Informatics, from the University of Central Greece and Aristotle University of Thessaloniki, respectively, and a Ph.D. in Informatics from the latter (2019). Since 2014 and during my PhD studies, I served at Aristotle University of Thessaloniki as a researcher and teaching assistant in the fields of machine learning, image processing, computer vision and pattern recognition, except a six-month period in 2017, where I served as a research assistant at the University of Bristol, United Kingdom. I have participated in 8 R&D collaborative projects funded by the European Union, executing research, integration, technical/financial management and administrative duties. I have (co-)authored more than 35 peer-reviewed papers in academic journals and international conferences. My current research interests include the areas of Attention-Based Marketing, Trustworthy AI, Adversarial Robustness, Computer Vision, Machine Learning, Robotic Perception. My publication record includes more than 35 peer-reviewed papers in academic journals (including the high-tier IEEE Transactions on Image Processing, Elsevier Pattern Recognition, Elsevier Neural Networks) and international conferences (e.g., IEEE International Conference on Image Processing, International Conference on Pattern Recognition), which attracted more than 530 citations, while my h-index is 12+ and i-10 index is 18+, according to Google Scholar. My research has produced theoretical methodological advances in general-purpose supervised classification/regression problems, including novel re-formulations of the optimisation process/criteria in order to account for additional information (e.g., geometric/semantic data properties such as the data distribution), task particularities, domain shifts, or encapsulate desirable model properties that need to simultaneously be adopted (e.g., privacy protection, increased inference speed, robustness). The devised optimisation problems have been applied to various shallow/deep model architectures and are typically easier-to-solve than their respective counterparts, leading to significant accuracy, precision, robustness, and speed gains, as they have been evaluated in a wide range of computer vision applications including object/face/human action recognition/detection/tracking and pose estimation.

Technique

Attention-based Marketing, Machine Learning, Computer Vision, Robotics, Trustworthy AI

Users

Academic Sector (Marketing, Informatics, Signal Processing) SMEs related to Attention-based Marketing

Keywords

Marketing, Computer vision, Machine learning, Image processing

My current program of research investigates factors that determine food choices including access to food stores, the within-store retail environment, food availability online, and the home environment. This work spans the disciplines of nutrition, social science, geography, epidemiology, public health and marketing. I have over 15 years’ experience in the collection and analysis of geospatial and quantitative data related to this topic.

Technique

quantitative study designs and analysis; geospatial data collection and analysis

Users

Anyone with an interest in creating health-promoting environments

Keywords

Neighborhoods, Health behaviour, Food, Healthy cities