Nottingham University Business School
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Will Darler

Architectural Environment Engineering BEng (1st Class Honours)


Email: psxwtd@nottingham.ac.uk

Current Status: Registered
Year of Registration: 2013
Expected Completion Date: /09/2016

Primary Funding Source:
Horizon Scholarship

Research Topic:
I aim to use a data driven methodology to understand the events that affect consumer purchasing patterns and use the findings to form a new life course approach

Research Details:
I aim to use a data driven methodology to understand the events that affect consumer purchasing patterns and use the findings to form a new life course approach.

Domain My researchg sits in the marketing and data science domains. In the marketing domain, the focus areas are the life course approach and segmentation literature. In the data science domain, the focus areas are machine learning, data mining and temporal topic tracking.

Problem There has been little longitudinal research to investigate how retail spending patterns change over the consumer life course (Moschis, 2007; Liu et al., 2000).

Why it is important From an academic perspective, there is a need for a formal life course approach framework based on empirical data. From a managerial perspective, there is a need for managers to gain a deeper understanding of how to operate in a data rich environment.

Potential solution A case study approach at two major retailers, utilising loyalty card data, company documents and interviews with staff members to identify how life course events affect consumer purchasing patterns, construct a formal life course approach framework, and trial the approach in a real world scenario.

Research Supervisor/s: Andrew Smith, Deborah Roberts and James Goulding

Division: Marketing


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Nottingham University Business School

Jubilee Campus
Nottingham
NG8 1BB

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