Nottingham University Business School
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Professor Andrew Smith

Image of Professor Andrew Smith
BSc (Bradford), MPhil (Reading), PhD (Stirling)
Professor of Consumer Behaviour & Analytics

Department: Marketing
Centres/Institutes: N/LAB, CRIBS
Tel: +44 (0) 115 8467650
Location: B78b (North Building, Jubilee Campus)

Andrew is currently N/LAB Director and Chair in Consumer Behaviour. He was previously an associate professor until 2013. Prior to joining Nottingham Andrew worked as a research fellow and lecturer at the University of Stirling. Andrew has taught on various modules during his time here and recently won the school UG teaching prize for Marketing Strategy (2013).


The following lists my publications from 2014 to the present day.

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Founding Director N/LAB (Neo-demographic Laboratory for Analytics in Business) 2016 to 2023 - Professor of Consumer Behaviour & Analytics (since 2013) - Nottingham University Business School - Member/CI Horizon Institute (Digital Economy Research) - (EPSRC Funded).

Prof Smith is currently the custodian of a Leverhulme Research Fellowship.

Prof Smith has overseen the establishment of the trans-disciplinary N/LAB since 2016 see the research centre grow from 3 faculty to 20 faculty, researchers and PhD candidates. Prof Smith has published in a many leading journals on various aspects of consumer decision making and behaviour, data privacy issues and behavioural (transactional) data analytics. He is the author of the book Consumer Behaviour & Analytics now in its 2nd edition. He has extensive project management experience and has held a number of leadership and management roles. His research has led to the analysis of transaction data for over 80 million consumers worldwide, hundreds of depth interviews with consumers and managers, and the analysis tens of thousands consumer survey responses and several behavioural experiment outcomes. Prof Smith has collaborated with and consulted for various commercial organisations as partners on funded research projects (including Walgreen Alliance Boots, Experian, Tesco, M&S, Tigo Mobile, Dairy Farm/7-11, Co-Op, IPSOS, Verve, IVIS Group, TNS) and NGOs and governmental bodies (including the World Bank and the Red Cross). Prof Smith has won funding in excess of £13,500,000 as PI & CI from the EPSRC, ESRC, UKRI, Gates Foundation, NERC, EU, DFID, DTI, OFT, Local Government, and Industry. Prof Smith has been based at the University of Nottingham since 2013 having previously been employed by the University of Stirling (Dept. of Marketing and The Institute for Retail Studies).

Funded research and indicative examples of inter-disciplinary grants (not exhaustive)

CI £4,075,506 – EPSRC Horizon Institute – Trusted Data Driven Products [2020-2025]
CI £3,359, 613 – EPSRC Centre for Doctoral Training (CDT) – My life in data [2014-2023]
CI £218,000 – UKRI – CIVIC Predicting Covid-19 Impact on Vulnerable Individuals and Communities via health, deprivation, and loyalty-card data (CIVIC).
PI on EPSRC/ESRC project – Neo-demographics: opening developing markets via personal data and collaboration (£614,000). [2014 – end 2016].
CI £4,062,954 - EPSRC Next Stage Digital Economy grant: From Human Data to Personal Experience [2015- 2019].
PI on Bill & Melinda Gates Foundation Grant- $100,000– Mobile Money Exchanges in East Africa. [2016 – 2017].

Andrew is currently collaborating on the following projects:

  • Centre for Doctoral Training in Horizon: Creating Our Lives in Data (Horizon CDT 3)
  • Horizon: Trusted Data-Driven Products
  • EPSRC Centre for Doctoral Training in Horizon: Creating Our Lives in Data

Andrew is currently supervising the following Research Students:

Elizabeth Dolan
Georgiana Avram
Joanne Parkes
Kuzivakwashe (Kuzi) Makokoro
roberto mansilla


Nottingham University Business School

Jubilee Campus

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