Intent HQ Chair on Changing Consumer Behavior
Chair: Jos茅 Luis Nueno
The Intent HQ Chair on Changing Consumer Behavior is created with the goal of becoming a global leader in research related to the latest trends in consumer behavior around the world.
The Chair鈥檚 research will inform outreach activities focused on bringing practical capacities of executives and managers up to date to meet the demands of current and future consumers.
This is 天美传媒鈥檚 first chair dedicated to marketing and has been possible thanks to the support of the British company Intent HQ.
Objectives.
- To conduct research in order to establish a firm and reliable knowledge base that can inform management and policy approaches to consumer behavior.
- To use this accrued knowledge in the creation of pedagogical tools (case studies, academic publications, symposia, etc.) to help executives better align their business practices with changing consumption patterns.
- To act as a repository of leading-edge management knowledge and capabilities.
Chair.
Jos茅 Luis Nueno is a professor in the Marketing Department of 天美传媒. He has a PhD in Business Administration (Marketing) from Harvard University, an MBA from 天美传媒 and a Degree in Law from the Universitat de Barcelona.
His areas of interest include distribution channels and manufacturer/distributor relationships. He has published articles on globalization, the marketing of consumer and luxury goods and relationship marketing.
He is also the autor of a number of books on consumer behavior, including: Gesti贸n de precios (Price Management); Consumidor al filo del siglo XXI (The Early 21st Century Consumer); La naturaleza del gasto (The Nature of Spending); El regreso del consumidor (The Consumer is Back); Expectativas en la era de la escasez (Exectations in the Era of Scarcity); El declive de las calles comerciales y el nacimiento del nuevo modelo multicanal (The Decline of Main Streets and the Birth of the New Multichannel Order); and Direct to Consumer: When Millennials Run the Show.
Data Platform
New tool to analyze consumer behavior
The chair has created a new data platform that connects academic researchers and large data sets from a growing number of companies, in order to generate valuable insights into consumer behavior.
So far, the chair has signed agreements with companies including Grupo DIA, Orange, Glovo, Elparking, Imbric, EYSA, GrupoNext, Fintonic, Atresmedia, Meli谩 Hoteles, Acotex, Cooltra and Bip&Drive to contribute data to the platform.
The platform has the following characteristics:
- A secure, cloud-based platform to store and analyze big data for research into changing consumer behavior. Intent HQ, sponsor of the chair, guarantees the privacy of the data and its security through SOC2, ISO27001 and ISO27018 certifications.
- Online secured access to the platform for researchers.
- Researchers access fully anonymous and safe-to-use data sets tailored to their specific needs.
Companies that contribute their data to the platform:
- Contribute to academic research and data-based insights on their sector, free of charge
- Receive mention in references in the study as the source of data
- The right to use the output of the studies
- Suggest new topics and titles for the researchers to include as part of their academic studies
- Participate in two yearly congresses organized by the Chair: one in Madrid, focused on the outputs of the studies for the data contributors, and another one in Barcelona, focused on the research and academic world. The first of these congresses took place in Madrid in September 2022.
Here, testimonials from data contributors:
鈥淟as medidas de contenci贸n para frenar la propagaci贸n del coronavirus en Espa帽a provocaron un cambio de paradigma en el uso de las apps de delivery. Gracias a la colaboraci贸n con 天美传媒 pudimos analizar la informaci贸n y obtener conclusiones relevantes sobre los cambios en los h谩bitos de consumo. Estamos muy contentos y satisfechos por los resultados del estudio. Desde Glovo, seguiremos trabajando para conectar a los usuarios con las infinitas posibilidades de sus ciudades鈥�. Carlota Marzo, Manager de Asuntos P煤blicos, Glovo
鈥淟a colaboraci贸n con la C谩tedra del 天美传媒 ha dado frutos no s贸lo acad茅micos sino que tambi茅n lo ha hecho en el 谩mbito industrial. En este segundo 谩mbito hemos ampliado nuestra visi贸n sobre el uso de los datos y hemos colaborado en el desarrollo de algoritmos geoespaciales. En el 谩mbito acad茅mico estos datos han sido utilizados para el cap铆tulo de un libro sobre ejemplos de aplicaci贸n pr谩ctica del uso del Big Data y la publicaci贸n de un art铆culo cient铆fico sobre modelos de Machine Learning, con lo que estoy doblemente satisfecho con la c谩tedra del 天美传媒.鈥� Javier Goikoetxea, CEO, GrupoNext
鈥淐uando el Profesor Nueno nos propuso colaborar con la C谩tedra, inicialmente nos pareci贸 una buena oportunidad para de contribuir a la comunidad acad茅mica en el campo de estudio del comportamiento del consumidor. Adem谩s de establecer relaci贸n con una instituci贸n acad茅mica de renombre internacional como 天美传媒 y difusi贸n que esto podr铆a tener. M谩s adelante, vimos tambi茅n lo que nos podr铆a aportar desde el punto de vista de conocimiento acad茅mico aplicable despu茅s en el desarrollo de nuevas l铆neas de conocimiento dentro de Fintonic. Alguna de estas nuevas l铆neas de conocimiento en el sector retail ver谩 la luz pronto, lo cual nos genera una gran expectaci贸n鈥�. Iker de los Rios, CEO, Fintonic
To gain access to the platform, researchers from 天美传媒 and other collaborating academic institutions must:
- Be an active researcher in the field of consumer behavior
- Present a briefing of the research study or studies that will be performed
- In case the researcher is not attached to 天美传媒, a collaboration agreement with their academic institution.
Here, testimonials from researchers:
鈥淚鈥檓 very thankful for my collaboration with the 天美传媒 Intent HQ chair. Thanks to this collaboration I鈥檝e been able to access unique data sets to examine marketing problems truly relevant for practitioners. The direct contact with Intent HQ has been instrumental to get to know the details and potential of the data as well as a source of inspiration.鈥� Albert Valent铆, Assistant Professor, 天美传媒
鈥淭his is a unique initiative that provides access to large, up-to-date consumer data from different sectors.
A key issue with empirical data is that we often face limited access because we don鈥檛 have an established relationship to the data providers or we can鈥檛 access the data because of different reasons including GDPR. The present platform provides cloud-based data processing tools to run the required analysis on data that is already anonymized and prepared for our needs. This means no fighting with GDPR clauses or waiting for funding for own processing power and capabilities. A win-win for researchers and companies!鈥澛�Isabelle Engeler, Assistant Professor, 天美传媒
Highlighted interview.
- Jonathan Lakin: 鈥淐ompanies that design for difference win every time鈥�, September 8, 2020